O perfil do consumidor de frutos secos em Portugal
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Data
2020
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Resumo
A presente dissertação tem por objetivo a análise do perfil do consumidor de frutos secos em Portugal (continental) e a identificação dos determinantes da sua escolha, com a aplicação de um questionário adaptado
do Food Choice Questionnaire. Através da revisão da literatura, foram formuladas
hipóteses e levantou-se um modelo teórico da investigação. O questionário foi
administrado a 184 participantes. Foram aplicadas técnicas de análise de medidas
centrais, correlações, análise de Componentes Principais e testes não-paramétricos
(Mann-Whitney). Da análise resultou a identificação do perfil sociodemográfico e de
consumo dos participantes. Foram identificados cinco fatores principais, sendo por
ordem os itens de maior importância na escolha dos frutos secos o «sabor dos
frutos secos», a «relação qualidade-preço», a «natureza dos ingredientes» e
questões relacionadas com a saúde. Também se verificaram diferenças nos
critérios de escolha de frutos secos relacionados com variáveis sociodemográficas.
A convergência dos nove fatores em apenas cinco sugere a necessidade de
readaptar as dimensões propostas às diferenças culturais.
The present dissertation aims to analyze the consumer profile of nuts in Portugal (continental) and to identify the determinants of their choice, by applying a questionnaire adapted from the Food Choice Questionnaire. Through the literature review, hypotheses were formulated and a theoretical model of the research was raised. The questionnaire was administered to 184 participants. Techniques of central measures analysis, correlations, factor analysis and non-parametric tests (Mann-Whitney) were applied. The analysis resulted in the identification of the participants' socio-demographic and consumption profile. Five main factors were identified, in order of which the most important items in the choice of nuts were the 'taste of nuts', the 'value for money', the 'nature of the ingredients' and health issues. There were also differences in the criteria for choosing nuts related to sociodemographic variables. The convergence of the nine original factors into just five in this study, suggests the need to readjust the proposed dimensions to cultural differences.
The present dissertation aims to analyze the consumer profile of nuts in Portugal (continental) and to identify the determinants of their choice, by applying a questionnaire adapted from the Food Choice Questionnaire. Through the literature review, hypotheses were formulated and a theoretical model of the research was raised. The questionnaire was administered to 184 participants. Techniques of central measures analysis, correlations, factor analysis and non-parametric tests (Mann-Whitney) were applied. The analysis resulted in the identification of the participants' socio-demographic and consumption profile. Five main factors were identified, in order of which the most important items in the choice of nuts were the 'taste of nuts', the 'value for money', the 'nature of the ingredients' and health issues. There were also differences in the criteria for choosing nuts related to sociodemographic variables. The convergence of the nine original factors into just five in this study, suggests the need to readjust the proposed dimensions to cultural differences.
Descrição
Orientação: Fernanda Maria Peixoto Pereira
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, MARKETING, CONSUMIDORES, HÁBITOS DE CONSUMO, PORTUGAL, COMMUNICATION, MARKETING, CONSUMERS, CONSUMPTION HABITS, PORTUGAL