Título: | CONSUMERS OF CARROT: THEIR PERCEPTIONS AND ATTITUDES RELATED TO THE BABY CARROT | ||||||||||||||||||||||||||||||||||||
Autor: |
CELSO DO NASCIMENTO FERREIRA |
||||||||||||||||||||||||||||||||||||
Colaborador(es): |
JORGE FERREIRA DA SILVA - Orientador |
||||||||||||||||||||||||||||||||||||
Catalogação: | 30/DEZ/2008 | Língua(s): | PORTUGUESE - BRAZIL |
||||||||||||||||||||||||||||||||||
Tipo: | TEXT | Subtipo: | THESIS | ||||||||||||||||||||||||||||||||||
Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
||||||||||||||||||||||||||||||||||||
Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=12767&idi=1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=12767&idi=2 |
||||||||||||||||||||||||||||||||||||
DOI: | https://doi.org/10.17771/PUCRio.acad.12767 | ||||||||||||||||||||||||||||||||||||
Resumo: | |||||||||||||||||||||||||||||||||||||
There is no information available about Baby carrot consumer
behavior in
Brazil. This exploratory study aims to identify issues
related to individual
differences that build a consumer behavior model.
Specifically, the goals of this
study are to reveal the consumers´ perceptions and attitudes
related to Baby
carrot; the reasons that guide their choice or rejection;
and the reasons which limit
their consumption. Data were collected through personal
interviews, personal
observation and focus groups, and assessed using the
multi-attributes Fishbein and
Point Ideal models. The results suggest a favorable attitude
regarding Baby carrot,
but the preference is for the common carrot, which is highly
accessible to all
social classes due to its high availability and low price.
Baby carrot is affordable
to consumers with higher purchase power. It is perceived as
a sophisticated
product, and it is consumed only in special occasions. Among
the various
hypotheses and assumptions which may be formulated based on
this study, it is
recommended to test whether Baby carrot is, in fact, more
palatable than the
common carrot and if is really attractive to children. The
results of this suggested
study may suggest changes in strategy for market positioning
in order to meet the
public needs, including children, and thus increase market
share of Baby carrot.
|
|||||||||||||||||||||||||||||||||||||
|