FUNCTIONAL “DOCE DE LEITE” LIGHT COFFEE PLUS: A STUDY OF MARKET

• Autor(a) principal: Guimarães, Ívina Catarina de O.
• Data de Publicação: 2013
• Outros Autores: Rocha-Leão, Maria Helena M., Pimenta, Carlos José, Tavares, Lucas Silveira, Mendes, Juliana Farinassi, Ferreira, Eric Batista
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista do Instituto de Laticínios Cândido Tostes
• Texto Completo: https://www.revistadoilct.com.br/rilct/article/view/266
• topic: functional food; acceptance; new product.; alimento funcional; aceitação; novo produto.

For the preparation of "doce de leite" many different raw materials are available, some very timely with applications such as: coffee, rich in compounds and functional polydextrose, a prebiotic. In the process of developing a product, knowing the characteristics desirable for the same is essential. Thus, this study aimed to know the characteristics expected by consumers in connection with a "doce de leite" with coffee, low calorie and functional properties through market research. The study was conducted in two stages: qualitative phase applied to potential consumers of "doce de leite", which served to develop the approach to the problem; and quantitative phase, which generated a questionnaire that was administered to a random sample of consumers of "doce de leite". Among the most relevant results, we found that most consumers will certainly buy a "doce de leite" light functional, an indication that the product had good acceptance. The final price that consumers are willing to pay is between $ 6.01 to 9.00. The preferred intensity of color and flavor of fresh coffee in the intermediate level should be. The female segment of 26-35 years, married, with higher education, monthly income of 2-3 salaries, with some kind of chronic disease, proved to be an ideal target audience for this type of product. Market research is a very effective tool in the development of functional light "doce de leite" enriched with coffee and prebiotic.