Processo decisório de compra de maçã na cidade de Porto Alegre - RS

Abstract

This study aimed to describe the decision making process of buying apple in Porto Alegre - RS, seeking to deepen the knowledge about the factors that influence the decision to buy fruit at last link in the supply chain of Apple: the end consumer. For the effective conduct of this study, the methodological process presented an exploratory study, conducted in a qualitative phase, which were expressed in the indicators related to decision-making product purchase based on pre-existing material on the topic, and exploratory interviews with experts and consumers with apple , and other quantitative phase, at which time the instrument was used to collect the target audience. After understanding the current status of the production chain of fruit and completing the questionnaires, the data were analyzed and interpreted using the statistical software SPSS Version 16. Results observed to enable understanding of the decision making process of buying apple in Porto Alegre - RS, and demonstrate that the aspects that motivate consumption of fruit are related to appeal to health, and the main decision factor when buying is linked to the quality of the aesthetic appearance of the product, and the price did not interfere with the increase or decrease in consumption.