Estudo dos fatores da embalagem e do rótulo de cachaça no comportamento dos consumidores

• Ano de defesa: 2007
• Autor(a) principal: Carneiro, João de Deus Souza
• Orientador(a): Minim, Valéria Paula Rodrigues
• Banca de defesa: Borges, Soraia Vilela , Minim, Luis Antonio
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Viçosa
• Programa de Pós-Graduação: Doutorado em Ciência e Tecnologia de Alimentos
• Departamento: Ciência de Alimentos; Tecnologia de Alimentos; Engenharia de Alimentos
• País: BR
• Palavras-chave em Português: Cachaça; Simulação de mercado; Rótulos para garrafas; Conjoint analysis
• Palavras-chave em Inglês: Cachaça; Marketing simulation; Bottle labels; Conjoint analysis
• Área do conhecimento CNPq: CNPQ::CIENCIAS AGRARIAS::CIENCIA E TECNOLOGIA DE ALIMENTOS::CIENCIA DE ALIMENTOS
• Link de acesso: http://locus.ufv.br/handle/123456789/502

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.