Comportamento do consumidor frente ? inova??o em presunto cozido

• Autor(a) principal: Herique, Nath?lia Cristina Alves
• Data de Publicação: 2013
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da UFRRJ
• Texto Completo: https://tede.ufrrj.br/jspui/handle/jspui/3165
• topic: Disposi??o a pagar; consumidores; economia experimental; Willingness to pay; consumers; experimental economics; Ci?ncia e Tecnologia de Alimentos

The increasing on the industrialization, urbanization and mechanization in many countries has significantly changed the behavior and type of food consumed by the population. However, traditional foods continue to occupy important role in consumer diets, and innovations in terms of technological and formulation should be considered from the consumer point of view. It is important to investigate whether they are perceived by individuals, and how much they are willing to pay for them. This study aimed to investigate the consumer behavior towards the innovation on foods, namely: use of emerging technology (high hydrostatic pressure) and reduced salt content for processing of ham using the non-hypothetical methods of the experimental economics, which involve real commitment to purchase, and also the classical methods of sensory analysis (hypothetical methods). The hams were processed in the Pilot Plant of Embrapa Food Technology (Rio de Janeiro ? RJ, Brazil). The effect of the processing (the pressurized ham at 400Mpa/15min, and the control one ? no pressurized) and the level of salt (normal and 25% reduced) were investigated on the consumer liking and willingness to pay (WTP) for ham, yielding four experimental samples (control with reduced salt level and normal salt level; and pressurized ham with reduced salt level and normal salt level), which were evaluated by 102 ham consumers. The evaluation of samples was performed in three conditions: blind, looking at the label (expected), and tasting the product along with the label (informed), using structured nine-point hedonic scales. The WTP was assessed by the procedure known as BDM (Becker, Degroot, Marschak, 1964). Furthermore, consumers were asked to complete a check-all-that-apply (CATA) questionnaire, comprising 20 hedonic and descriptive terms. On average, when evaluating in blind, consumers scored higher the non-pressurized samples for both the standard and reduced salt levels. However, results revealed that the expected liking was higher for the salt reduced samples in both processing conditions (pressurized and non-pressurized), and they would also pay higher prices for such ham. It suggests that participants valued the information on salt reduction and HHP processing. When consumers tasted products and looked at their labels (informed condition) they evaluated them similarly as they did in blind, demonstrating the effect of the sensory characteristics and label information. Thus, further studies are recommended to improve ham processing and technological issues related to HHP, to allow that the hypotheses raised in this study are successfully confirmed.