Impacto da Expectativa ao Beber na Aceitação da Cachaça
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Data
2018-10-08
Autores
Rodrigues, Mariana Gouvêa [UNESP]
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
Objetivo: Avaliar as validades de face, conteúdo e fatorial do Questionário de Expectativa ao Beber (DEQ) para o contexto brasileiro quando aplicado em consumidores de cachaça; propor um modelo de mensuração para verificar a aceitação da cachaça que leve em consideração não só o perfil sensorial da bebida, mas também a expectativa ao beber, o perfil de consumo alcoólico e as características demográficas e econômicas de seus consumidores. Métodos: O DEQ passou pela adaptação cultural e análise de conteúdo. A versão em português foi aplicada a 172 consumidores de bebidas alcoólicas recrutados pelos pesquisadores em bares da cidade de Araraquara/SP, dos quais 111 compuseram a amostra utilizada não só para avaliar a validade e confiabilidade do DEQ, mas também do modelo de mensuração da aceitação. A validade fatorial foi implementada no PLS-SEM por meio do Smart PLS 3. O nível de significância adotado no estudo foi de 5%. Resultados: A versão original ajustada do instrumento, que possui 31 itens, mostrou-se válida e confiável na amostra do estudo e fez parte do modelo de mensuração da aceitação que apresentou uma explicação moderada (R2=0,33) e significante. Conclusões: A versão brasileira do DEQ foi capaz de medir a expectativa ao beber dos brasileiros. O modelo de mensuração da aceitação mostrou que as variáveis advindas dos consumidores têm maior impacto que as da bebida, permitindo identificar o perfil de consumo de alto risco e a relação negativa frente ao consumo alcoólico como fatores de exclusão a serem considerados em Testes de Aceitação. Também permitirá avaliar o impacto de novas variáveis a fim de se acessar a complexidade inerente à aceitação da cachaça.
Aim: To evaluate the face, content and factorial validity of the Drinking Expectation Questionnaire (DEQ) for the Brazilian context when applied to cachaça consumers; to propose a measurement model to verify the acceptance of cachaça that takes into account not only the sensorial profile of the drink, but also the drinking expectations, the profile of alcohol consumption and the demographic and economic characteristics of its consumers. Methods: The DEQ underwent cultural adaptation and content analysis. The Portuguese version was applied to 172 consumers of alcoholic beverages recruited by the researchers in bars in the city of Araraquara, SP, of which 111 composed the sample used not only to evaluate the validity and reliability of the DEQ, but also the measurement model of acceptance. The factorial validity was implemented in the PLS-SEM using Smart PLS 3. The level of significance adopted in the study was 5%. Results: The adjusted original version of the instrument, which has 31 items, was valid and reliable in the study sample and was part of the acceptance measurement model that presented a moderate (R2 = 0.33) and significant explanation. Conclusions: The Brazilian version of DEQ was able to measure the expectation of Brazilian drinking. The acceptance measurement model showed that the variables coming from the consumers have a greater impact than those of the drink, allowing to identify the high-risk consumption profile and the negative relation to the alcohol consumption as exclusion factors to be considered in Acceptance Tests. It will also allow the evaluation of the impact of new variables in order to access the complexity inherent to the acceptance of cachaça.
Aim: To evaluate the face, content and factorial validity of the Drinking Expectation Questionnaire (DEQ) for the Brazilian context when applied to cachaça consumers; to propose a measurement model to verify the acceptance of cachaça that takes into account not only the sensorial profile of the drink, but also the drinking expectations, the profile of alcohol consumption and the demographic and economic characteristics of its consumers. Methods: The DEQ underwent cultural adaptation and content analysis. The Portuguese version was applied to 172 consumers of alcoholic beverages recruited by the researchers in bars in the city of Araraquara, SP, of which 111 composed the sample used not only to evaluate the validity and reliability of the DEQ, but also the measurement model of acceptance. The factorial validity was implemented in the PLS-SEM using Smart PLS 3. The level of significance adopted in the study was 5%. Results: The adjusted original version of the instrument, which has 31 items, was valid and reliable in the study sample and was part of the acceptance measurement model that presented a moderate (R2 = 0.33) and significant explanation. Conclusions: The Brazilian version of DEQ was able to measure the expectation of Brazilian drinking. The acceptance measurement model showed that the variables coming from the consumers have a greater impact than those of the drink, allowing to identify the high-risk consumption profile and the negative relation to the alcohol consumption as exclusion factors to be considered in Acceptance Tests. It will also allow the evaluation of the impact of new variables in order to access the complexity inherent to the acceptance of cachaça.
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Palavras-chave
Consumo alcoólico, Análise Sensorial, PLS, Critério de exclusão., Alcohol consumption, Sensory Analysis, Exclusion criteria