Fatores de tomada de decisão dos consumidores na compra da carne premium em Campo Grande-MS

Abstract

The research aims to identify the decision-making factors in the purchase of premium beef in Campo Grande - MS, with the direction analyze the premium consumer market in the production chain of beef, where those involved in the production process have a new vision about their consumers, extensive knowledge on the subject and the identification of factors that influence the purchase decision making so that, able to promote strategies to expand its operations in the premium market. The Brazil is among the countries with the highest global beef production, and 80% of its production is consumed domestically and the trend is that there be an increase of consumption. Given the rise of class C, increased consumer demand for quality beef, added to the challenge of descommoditiezar and start producing meat with differentiation and value, one must understand the factors that influence the purchase of consumer, in particular market niches, such as premium meat, especially in higher production states such as Mato Grosso do Sul - MS. The study has qualitative, exploratory and descriptive research, and discourse analysis technique used to analyze the data. The results allowed to characterize the profile of consumers to be stabilized financially and holders, mostly of highly educated, conscious, diligent and faithful to purchase the product. Seek and enjoy in premium beef top quality, its softness and its fat content. It appears that perception, life cycle, friends and family, and the culture in which they operate on the priority factors in making the purchase of premium meat. The economic factor is not considered as influential for these consumers, distinguish them from consumers outside the niche. The features most appreciated in the decision to buy premium beef, are the taste, quality and satisfaction. The results suggest that there is marketing actions to influence the increase in premium meat consumption aiming to extend both the demand and supply in the sector, and thus expand this important niche in the production chain of beef.