Imagem e percepção de valor nas intenções de compra de carne de frango

Abstract

Brazil is currently featured at an important position on the world market as a chicken meat producer and exporter, what generates jobs and the permanence of man living on farms. Research shows that the consumption of chicken meat worldwide is growing at rates higher than other kinds of meat, but still being supplanted by the consumption of bovine meat. However, despite the growing demand and the large money flow that involves the poultry chain, the consumer perceptions about chicken meat still needs attention from researchers. Therefore, this study sought to determine which are the attributes contituent of the chicken meat image, what is the central image of this product, what are the consumer’s value perceptions about this kind of meat and what are the determining factors to buy the product. The methodology used was classified as an exploratory research, with a qualitative and quantitative approach. The results show that the consumers perceive the chicken meat as healthy, affordable, versatile and easy-digestive option. However, negative aspects raised by consumers, such as the belief in the presence of hormones, deserve attention from researchers and producers. In relation to the purchase intent, the work shows that the dimensions of the image set as rational, functional, sensorial and physico-material are the most significant for the intention of buying the product. It was noticed, thus the multiplicity of attributes and dimensions involved in setting up the image and intention to purchase the product assessed, which refers to the possibility of action of professionals of marketing and of the poultry chain in specific variables, influencing or inhibiting behavior consumer purchasing of chicken meat.