Critérios de escolha dos consumidores de “açaí na tigela” na cidade de Dourados - MS

Abstract

The consumption of acai fruit can be done in several ways. The product known popularly as "açaí in the bowl" has had a considerable increase in its commercialization in Brazil in the last years, and this change can be observed also in the city of Dourados - MS. An analysis in the literature made it possible to list some of the main criteria for a customer to form their opinion of a brand: care, communication, cleaning and hygiene, location, price, quality and variety of the menu. Based on the criteria listed, this work sought to understand how customers form their preference of establishments for açaí consumption in the city, with a quantitative research carried out through an online questionnaire circulated among several groups of people who make the consumption of this product. Other issues were also analyzed, such as the establishment of more preference and main criteria in specific establishments. The analysis of the data especially in the Importance-Performance Matrix made it possible to ascertain that the customers seek, above all, quality products, and only then analyze criteria such as price and variety of menu. It was also possible to verify that the most preferred establishment in the city.