The behavior of bakery consumers

• Autor(a) principal: Souki, Gustavo Quiroga
• Data de Publicação: 2016
• Outros Autores: Reis, Viviane Costa, Moura, Luiz Rodrigo Cunha
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Institucional da UFLA
• Texto Completo: http://revista.dae.ufla.br/index.php/ora/article/view/980; http://repositorio.ufla.br/jspui/handle/1/12891
• topic: Bakery goods; Bread; Costumer buying decision; Willingness to pay; Panificadoras; Comportamento do consumidor; Decisão de compra do cliente

The purpose of this study was to understand the behavior of bakery consumers as well as their purchase decision process. A surveywas carried out in two stages. The first was a qualitative approach, based in interview involving 10 proprietors and/or managersof bakeries and 10 consumers based in Belo Horizonte, State of Minas Gerais, Brazil. The second stage consisted of a quantitativeand descriptive characterization. A survey was also performed involving 465 bakery consumers. Results show that consumersattend bakeries mostly to buy perishable food or food for immediate consumption. Besides, the consumers demonstrated positivemental associations about bread, bakeries and baked products, including those produced by other companies than bakeries. Inaddition, consumers are not willing to pay more for baked products than for products from other industries, although they have beenshowing preference for baked products. This preference was based on the following parameters: a) minimum or basic attributes; b)differentiating attributes for the general public and; c) differentiating attributes for specific publics. Therefore, the work includesvarious management and academic implications.