Estudo dos fatores da embalagem e do rótulo de cachaça no comportamento dos consumidores
Autor(a) principal: | |
---|---|
Data de Publicação: | 2007 |
Tipo de documento: | Tese |
Idioma: | por |
Título da fonte: | LOCUS Repositório Institucional da UFV |
Texto Completo: | http://locus.ufv.br/handle/123456789/502 |
Resumo: | Packaging and label are of primary importance in product choice during purchase, as they represent the first contact between the consumer and the product. Thus, in order to optimize the choice and acceptance process of cachaça, it is useful to identify the packaging and label factors that are valued by consumers. For this purpose, we conducted three focus group sessions. The results of this qualitative study allowed us to select five factors, with two levels each, to be evaluated by the joint factor analysis. The factors were: packaging type, brand, label illustration and information regarding the aging time and wood type of barrels used to age the cachaça. According to the fractional factorial design, eight labels/packaging of cachaça were created as the treatments tested in this study. These treatments were evaluated for purchase intention of 144 visitors to the 76a Semana do Fazendeiro and 144 visitors to the X Festival da Cachaça Abaíra. The results of consumer purchase intentions were individually subjected to the joint factor analysis, considering the coefficients of preference of each consumer. The coefficients were used for the market share simulation, in 32 treatments of competitive scenarios, carried out in two different market segments: the 76a Semana do Fazendeiro and the X Festival da Cachaça Abaíra. The factors packing and label influenced consumer purchase intentions. The consumers of the two market segments showed similar preferences in relation to the factors packaging type, aging time, wood type and illustration and different preferences with relation to brands. Consumers preferred the cachaças held in 700-mL transparent glass bottles with metal screw caps (85% of market share), label illustration not related to the cachaça productive process (55% of market share) and the information aged 36 months in oak barrels (43% of market share). Regarding the brand factor, the brands Seleta had 70% of the market share in the segment of visitors to the 76a Semana do Fazendeiro, whereas the brands Abaíra had 53.3% of market share in the segment of visitors to the X Festival da Cachaça Abaíra. As the consumers showed different behavior in relation to the brands, the influence of this factor on the sensorial acceptance of cachaça was evaluated by comparing sample acceptance in two situations: blind-test and evaluation of cachaças identified with the respective brands. It was verified that the well-known brands (C1, C2 and C3) influenced consumer acceptance positively, whereas the less-known brands (PC2 and PC3) had negative influence on their acceptance. This leads to the conclusion that the factors packaging and label influence the cachaça consumer behavior. The results of this work will help producers in the development, modification and choice of packaging and labels, type of barrel wood used to age the cachaça and determination of aging time. They will also help in creating efficient marketing strategies, contributing to increase cachaça competitiveness in the market. |
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Carneiro, João de Deus Souzahttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4760295Z6Silva, Carlos Henrique Osóriohttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4785396A6Regazzi, Adair Joséhttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4783586A7Minim, Valéria Paula Rodrigueshttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4761407T6Borges, Soraia Vilelahttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4785773J4Minim, Luis Antoniohttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4789633Y82015-03-26T12:25:17Z2007-07-102015-03-26T12:25:17Z2007-04-18CARNEIRO, João de Deus Souza. Effects of the factors packaging and label on cachaça consumer behavior. 2007. 125 f. Tese (Doutorado em Ciência de Alimentos; Tecnologia de Alimentos; Engenharia de Alimentos) - Universidade Federal de Viçosa, Viçosa, 2007.http://locus.ufv.br/handle/123456789/502Packaging and label are of primary importance in product choice during purchase, as they represent the first contact between the consumer and the product. Thus, in order to optimize the choice and acceptance process of cachaça, it is useful to identify the packaging and label factors that are valued by consumers. For this purpose, we conducted three focus group sessions. The results of this qualitative study allowed us to select five factors, with two levels each, to be evaluated by the joint factor analysis. The factors were: packaging type, brand, label illustration and information regarding the aging time and wood type of barrels used to age the cachaça. According to the fractional factorial design, eight labels/packaging of cachaça were created as the treatments tested in this study. These treatments were evaluated for purchase intention of 144 visitors to the 76a Semana do Fazendeiro and 144 visitors to the X Festival da Cachaça Abaíra. The results of consumer purchase intentions were individually subjected to the joint factor analysis, considering the coefficients of preference of each consumer. The coefficients were used for the market share simulation, in 32 treatments of competitive scenarios, carried out in two different market segments: the 76a Semana do Fazendeiro and the X Festival da Cachaça Abaíra. The factors packing and label influenced consumer purchase intentions. The consumers of the two market segments showed similar preferences in relation to the factors packaging type, aging time, wood type and illustration and different preferences with relation to brands. Consumers preferred the cachaças held in 700-mL transparent glass bottles with metal screw caps (85% of market share), label illustration not related to the cachaça productive process (55% of market share) and the information aged 36 months in oak barrels (43% of market share). Regarding the brand factor, the brands Seleta had 70% of the market share in the segment of visitors to the 76a Semana do Fazendeiro, whereas the brands Abaíra had 53.3% of market share in the segment of visitors to the X Festival da Cachaça Abaíra. As the consumers showed different behavior in relation to the brands, the influence of this factor on the sensorial acceptance of cachaça was evaluated by comparing sample acceptance in two situations: blind-test and evaluation of cachaças identified with the respective brands. It was verified that the well-known brands (C1, C2 and C3) influenced consumer acceptance positively, whereas the less-known brands (PC2 and PC3) had negative influence on their acceptance. This leads to the conclusion that the factors packaging and label influence the cachaça consumer behavior. The results of this work will help producers in the development, modification and choice of packaging and labels, type of barrel wood used to age the cachaça and determination of aging time. They will also help in creating efficient marketing strategies, contributing to increase cachaça competitiveness in the market.A embalagem e o rótulo possuem fundamental importância na escolha do produto durante a compra, uma vez que eles representam o primeiro contato entre o consumidor e o produto. Assim, para se otimizar o processo de escolha e aceitação da cachaça, é interessante que se identifique os fatores da embalagem e do rótulo valorizados pelos consumidores. Para isto foram conduzidas três sessões de grupos de foco. Por meio dos resultados desse estudo qualitativo, foram selecionados cinco fatores com dois níveis cada para serem avaliados na análise conjunta de fatores. Esses fatores foram: tipo de embalagem, marca, ilustração do rótulo, e informações a respeito do tempo de envelhecimento e do tipo de madeira do tonel utilizado para envelhecer a cachaça. De acordo com o delineamento de tratamento do tipo fatorial fracionado, elaboraram-se oito rótulos/embalagem de cachaça, obtendo-se os tratamentos avaliados neste estudo. Estes foram avaliados, quanto à intenção de compra por 144 freqüentadores da 76a Semana do Fazendeiro e por 144 freqüentadores do X Festival da Cachaça Abaíra. Os resultados da intenção de compra dos consumidores foram submetidos à análise conjunta de fatores individualmente, estimando-se os coeficientes da preferência para cada um dos consumidores. Esses coeficientes foram usados na simulação da participação de mercado tendo como cenário competitivo 32 tratamentos e realizada em dois segmentos de mercado distintos: 76a Semana do Fazendeiro e X Festival da Cachaça Abaíra. Observou-se que os fatores da embalagem e do rótulo influenciaram na intenção de compra dos consumidores, sendo que os consumidores dos dois segmentos de mercado avaliados apresentaram preferência semelhante em relação aos fatores tipo de embalagem, tempo de envelhecimento, tipo de madeira e ilustração, e diferente quanto ao fator marca. Esses consumidores preferiram as cachaças acondicionadas na garrafa de vidro transparente com capacidade igual a 700 mL e tampa metálica rosqueável (participação de mercado igual a 85,0%) e que traziam no rótulo ilustração não relacionada ao processo produtivo de cachaça (participação de mercado igual a 55,0%) e a informação envelhecida por 36 meses em tonéis de carvalho (participação de mercado igual a 43,0%). Em relação ao fator marca, as cachaças da marca Seleta tiveram participação de mercado igual a 70,0% no segmento composto pelos freqüentadores da 76a Semana do Fazendeiro e as cachaças da marca Abaíra tiveram participação de mercado igual a 53,3% no segmento formado pelos freqüentadores do X Festival da Cachaça Abaíra. Como os consumidores tiveram comportamento diferente em relação ao fator marca, avaliou-se a influência desse fator na aceitação sensorial de cachaça, comparando-se a aceitação de amostras de cachaça em duas situações: teste cego e avaliação das cachaças identificadas com as respectivas marcas. Verificou-se que as marcas conhecidas (C1, C2 e C3) influenciaram positivamente na aceitação dos consumidores e as marcas pouco conhecidas (PC2 e PC3) influenciaram negativamente na aceitação dos mesmos. Logo, conclui-se que os fatores da embalagem e do rótulo influenciaram no comportamento dos consumidores de cachaça. Os resultados obtidos neste trabalho auxiliarão os produtores de cachaça no desenvolvimento, modificação e escolha de embalagens e rótulos, escolha do tipo de madeira do tonel utilizado para envelhecer cachaça e determinação do tempo de envelhecimento. Estes ajudarão também na elaboração de estratégias de marketing eficientes, as quais contribuirão para aumento da competitividade da cachaça no mercado.Fundação de Amparo a Pesquisa do Estado da Bahiaapplication/pdfporUniversidade Federal de ViçosaDoutorado em Ciência e Tecnologia de AlimentosUFVBRCiência de Alimentos; Tecnologia de Alimentos; Engenharia de AlimentosCachaçaSimulação de mercadoRótulos para garrafasConjoint analysisCachaçaMarketing simulationBottle labelsConjoint analysisCNPQ::CIENCIAS AGRARIAS::CIENCIA E TECNOLOGIA DE ALIMENTOS::CIENCIA DE ALIMENTOSEstudo dos fatores da embalagem e do rótulo de cachaça no comportamento dos consumidoresEffects of the factors packaging and label on cachaça consumer behaviorinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesisinfo:eu-repo/semantics/openAccessreponame:LOCUS Repositório Institucional da UFVinstname:Universidade Federal de Viçosa (UFV)instacron:UFVORIGINALtexto completo.pdfapplication/pdf383222https://locus.ufv.br//bitstream/123456789/502/1/texto%20completo.pdfcad680f09cdba566224e2ccd89a5dd32MD51TEXTtexto completo.pdf.txttexto completo.pdf.txtExtracted texttext/plain212076https://locus.ufv.br//bitstream/123456789/502/2/texto%20completo.pdf.txt89325bcf8189e44b050718bd31a9fe8aMD52THUMBNAILtexto completo.pdf.jpgtexto completo.pdf.jpgIM Thumbnailimage/jpeg3634https://locus.ufv.br//bitstream/123456789/502/3/texto%20completo.pdf.jpg1932d4dfbdd6c36fb0346c81b5870a66MD53123456789/5022016-04-06 23:08:52.722oai:locus.ufv.br:123456789/502Repositório InstitucionalPUBhttps://www.locus.ufv.br/oai/requestfabiojreis@ufv.bropendoar:21452016-04-07T02:08:52LOCUS Repositório Institucional da UFV - Universidade Federal de Viçosa (UFV)false |
dc.title.por.fl_str_mv |
Estudo dos fatores da embalagem e do rótulo de cachaça no comportamento dos consumidores |
dc.title.alternative.eng.fl_str_mv |
Effects of the factors packaging and label on cachaça consumer behavior |
title |
Estudo dos fatores da embalagem e do rótulo de cachaça no comportamento dos consumidores |
spellingShingle |
Estudo dos fatores da embalagem e do rótulo de cachaça no comportamento dos consumidores Carneiro, João de Deus Souza Cachaça Simulação de mercado Rótulos para garrafas Conjoint analysis Cachaça Marketing simulation Bottle labels Conjoint analysis CNPQ::CIENCIAS AGRARIAS::CIENCIA E TECNOLOGIA DE ALIMENTOS::CIENCIA DE ALIMENTOS |
title_short |
Estudo dos fatores da embalagem e do rótulo de cachaça no comportamento dos consumidores |
title_full |
Estudo dos fatores da embalagem e do rótulo de cachaça no comportamento dos consumidores |
title_fullStr |
Estudo dos fatores da embalagem e do rótulo de cachaça no comportamento dos consumidores |
title_full_unstemmed |
Estudo dos fatores da embalagem e do rótulo de cachaça no comportamento dos consumidores |
title_sort |
Estudo dos fatores da embalagem e do rótulo de cachaça no comportamento dos consumidores |
author |
Carneiro, João de Deus Souza |
author_facet |
Carneiro, João de Deus Souza |
author_role |
author |
dc.contributor.authorLattes.por.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4760295Z6 |
dc.contributor.author.fl_str_mv |
Carneiro, João de Deus Souza |
dc.contributor.advisor-co1.fl_str_mv |
Silva, Carlos Henrique Osório |
dc.contributor.advisor-co1Lattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4785396A6 |
dc.contributor.advisor-co2.fl_str_mv |
Regazzi, Adair José |
dc.contributor.advisor-co2Lattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4783586A7 |
dc.contributor.advisor1.fl_str_mv |
Minim, Valéria Paula Rodrigues |
dc.contributor.advisor1Lattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4761407T6 |
dc.contributor.referee1.fl_str_mv |
Borges, Soraia Vilela |
dc.contributor.referee1Lattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4785773J4 |
dc.contributor.referee2.fl_str_mv |
Minim, Luis Antonio |
dc.contributor.referee2Lattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4789633Y8 |
contributor_str_mv |
Silva, Carlos Henrique Osório Regazzi, Adair José Minim, Valéria Paula Rodrigues Borges, Soraia Vilela Minim, Luis Antonio |
dc.subject.por.fl_str_mv |
Cachaça Simulação de mercado Rótulos para garrafas Conjoint analysis |
topic |
Cachaça Simulação de mercado Rótulos para garrafas Conjoint analysis Cachaça Marketing simulation Bottle labels Conjoint analysis CNPQ::CIENCIAS AGRARIAS::CIENCIA E TECNOLOGIA DE ALIMENTOS::CIENCIA DE ALIMENTOS |
dc.subject.eng.fl_str_mv |
Cachaça Marketing simulation Bottle labels Conjoint analysis |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS AGRARIAS::CIENCIA E TECNOLOGIA DE ALIMENTOS::CIENCIA DE ALIMENTOS |
description |
Packaging and label are of primary importance in product choice during purchase, as they represent the first contact between the consumer and the product. Thus, in order to optimize the choice and acceptance process of cachaça, it is useful to identify the packaging and label factors that are valued by consumers. For this purpose, we conducted three focus group sessions. The results of this qualitative study allowed us to select five factors, with two levels each, to be evaluated by the joint factor analysis. The factors were: packaging type, brand, label illustration and information regarding the aging time and wood type of barrels used to age the cachaça. According to the fractional factorial design, eight labels/packaging of cachaça were created as the treatments tested in this study. These treatments were evaluated for purchase intention of 144 visitors to the 76a Semana do Fazendeiro and 144 visitors to the X Festival da Cachaça Abaíra. The results of consumer purchase intentions were individually subjected to the joint factor analysis, considering the coefficients of preference of each consumer. The coefficients were used for the market share simulation, in 32 treatments of competitive scenarios, carried out in two different market segments: the 76a Semana do Fazendeiro and the X Festival da Cachaça Abaíra. The factors packing and label influenced consumer purchase intentions. The consumers of the two market segments showed similar preferences in relation to the factors packaging type, aging time, wood type and illustration and different preferences with relation to brands. Consumers preferred the cachaças held in 700-mL transparent glass bottles with metal screw caps (85% of market share), label illustration not related to the cachaça productive process (55% of market share) and the information aged 36 months in oak barrels (43% of market share). Regarding the brand factor, the brands Seleta had 70% of the market share in the segment of visitors to the 76a Semana do Fazendeiro, whereas the brands Abaíra had 53.3% of market share in the segment of visitors to the X Festival da Cachaça Abaíra. As the consumers showed different behavior in relation to the brands, the influence of this factor on the sensorial acceptance of cachaça was evaluated by comparing sample acceptance in two situations: blind-test and evaluation of cachaças identified with the respective brands. It was verified that the well-known brands (C1, C2 and C3) influenced consumer acceptance positively, whereas the less-known brands (PC2 and PC3) had negative influence on their acceptance. This leads to the conclusion that the factors packaging and label influence the cachaça consumer behavior. The results of this work will help producers in the development, modification and choice of packaging and labels, type of barrel wood used to age the cachaça and determination of aging time. They will also help in creating efficient marketing strategies, contributing to increase cachaça competitiveness in the market. |
publishDate |
2007 |
dc.date.available.fl_str_mv |
2007-07-10 2015-03-26T12:25:17Z |
dc.date.issued.fl_str_mv |
2007-04-18 |
dc.date.accessioned.fl_str_mv |
2015-03-26T12:25:17Z |
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info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/doctoralThesis |
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publishedVersion |
dc.identifier.citation.fl_str_mv |
CARNEIRO, João de Deus Souza. Effects of the factors packaging and label on cachaça consumer behavior. 2007. 125 f. Tese (Doutorado em Ciência de Alimentos; Tecnologia de Alimentos; Engenharia de Alimentos) - Universidade Federal de Viçosa, Viçosa, 2007. |
dc.identifier.uri.fl_str_mv |
http://locus.ufv.br/handle/123456789/502 |
identifier_str_mv |
CARNEIRO, João de Deus Souza. Effects of the factors packaging and label on cachaça consumer behavior. 2007. 125 f. Tese (Doutorado em Ciência de Alimentos; Tecnologia de Alimentos; Engenharia de Alimentos) - Universidade Federal de Viçosa, Viçosa, 2007. |
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http://locus.ufv.br/handle/123456789/502 |
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Universidade Federal de Viçosa |
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Doutorado em Ciência e Tecnologia de Alimentos |
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UFV |
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BR |
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Ciência de Alimentos; Tecnologia de Alimentos; Engenharia de Alimentos |
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Universidade Federal de Viçosa |
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