Um estudo sobre os hábitos de compra do consumidor de produtos zero lactose
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Data
2020-09-23
Autores
Henrique, Joyce Costa
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
O objetivo da referente pesquisa foi analisar os principais fatores que podem influenciar o comportamento de compra do consumidor para produtos zero lactose no varejo brasileiro, investigando três hipóteses: A intenção de compra para produtos zero lactose influencia positivamente no comportamento de compra (H1); O conhecimento do produto zero lactose influencia positivamente no comportamento de compra (H2); e A característica do produto zero lactose influencia positivamente no comportamento de compra (H3). A pesquisa quantitativa compreendeu a execução em cinco etapas. A primeira etapa constituiu as pesquisas e revisão de literatura que embasaram a construção do referencial teórico e da escala de mensuração de atitude; a segunda etapa compreendeu o desenvolvimento do questionário como instrumento de análise do comportamento do consumidor de produtos zero lactose resultando em 37 questões divididas em quatro construções com seus itens e referências, sendo estes constructos: intenção de compra, características dos produtos zero lactose, conhecimento sobre o produto e comportamento de compra para tais produtos, além de quatro variáveis categóricas da população, sendo sexo, idade, renda familiar e estado civil; a terceira etapa constituiu as validações: teórica por quatro especialistas e semântica por 20 respondentes selecionados e seus devidos ajustes e, validação empírica do questionário por 258 respondentes; a quarta etapa compreendeu a tabulação e análise dos dados e a etapa final compreendeu os resultados e conclusão do estudo. O objetivo da pesquisa foi atingido e todas as hipóteses foram validadas, considerando que tanto os constructos de intenção de compra, conhecimento do produto e características do produto apresentaram efeitos significativos sobre o comportamento de compra para produtos zero lactose. O modelo ajustado evidenciou que o conhecimento a respeito dos produtos é o que mais obteve destaque, formado pelas variáveis de conhecimento pelo consumo, conhecimento pela reputação da marca ou do fabricante e conhecimento pela qualidade. A intenção de compra é formada pelas variáveis: disposto a pagar mais, adquire sempre que possível, crença em que são de boa qualidade e crença em que são saborosos. As características do produto relevantes para este constructo foram: bom aroma, textura agradável, mais saudáveis, mais nutritivos, baixas calorias, qualidade superior e características nutricionais. Aquisição pela qualidade, por realizar dieta baseada em produtos zero lactose, por estilo de vida e por confiança nas informações do rótulo foram os itens validados pelo constructo de comportamento de compra. Estratégias de branding e reconhecimento da marca, bem como informações do rótulo merecem destaque e devem ser bem explorados por laticínios e demais empresas da categoria de produtos zero lactose, pois geram confiança e conhecimento nos indivíduos consumidores. Grande parte dos consumidores são mulheres provavelmente pelo fato de dominarem o papel de compra e a preparação de alimentos. Os produtos zero lactose são consumidos, em geral, por quem adota uma dieta restritiva por saúde ou estilo de vida. O consumo é relevante desde a classe social de mais baixa renda, com destaque em rendimentos entre 02 e 10 salários mínimos. O conhecimento do produto é o mais percebido pelo consumidor no processo decisório de gerar comportamento do consumidor, mas a intenção de compra e as características do produto também influenciam positivamente o comportamento de compra pelo consumidor. Há uma grande parte da população brasileira que nunca consumiu produtos zero lactose. Sugere-se uma pesquisa para levantamento das percepções por parte destes indivíduos que ainda não são consumidores. Dentre outras limitações da pesquisa encontra-se a inexistência de informações sobre a conveniência de compra no varejo em meios eletrônicos e a frequência de consumo, recomendando-se o aprofundamento de estudos a fim de preencher esta lacuna. São levantadas questões para aplicações de estratégias de marketing no campo relativo aos hábitos de compra de produtos zero lactose e apresentadas implicações para futuras pesquisas.
Purpose The purpose of this research was to analyze the main factors that can influence the consumer's buying behavior for lactose-free products in Brazilian retail, investigating three hypotheses: The purchase intention for lactose-free products positively influences the purchasing behavior (H1); Knowledge of the lactose-free product positively influences the purchasing behavior (H2); and The characteristic of the lactose-free product positively influences the purchasing behavior (H3). Design/methodology The quantitative research included the execution in five stages. The first stage was the research and literature review that supported the construction of the theoretical framework and the attitude measurement scale; the second stage comprised the development of the questionnaire as an instrument for analyzing the consumer behavior of lactose-free products resulting in 37 questions divided into four constructions with their items and references, these constructs: purchase intention, characteristics of lactose-free products, knowledge about the product and purchasing behavior for such products, in addition to four categorical variables of the population, being sex, age, family income and marital status; the third stage consisted of validations: theoretical by four experts and semantics by 20 selected respondents and their adjustments, and empirical validation of the questionnaire by 258 respondents; the fourth stage comprised the tabulation and analysis of the data and the final stage comprised the results and conclusion of the study. Findings and Discussions The research objective was reached and all hypotheses were validated, considering that both the constructs of purchase intention, product knowledge and product characteristics had significant effects on the purchase behavior for lactose-free products. The adjusted model showed that the knowledge about the products is what stood out the most, formed by the variables of knowledge by consumption, knowledge by the reputation of the brand or manufacturer and knowledge by quality. The purchase intention is formed by the variables: willing to pay more, acquire whenever possible, belief that they are of good quality and belief that they are tasty. The product characteristics relevant to this construct were: good aroma, pleasant texture, healthier, more nutritious, low calories, superior quality and nutritional characteristics. Acquisition for quality, for performing a diet based on lactose-free products, for lifestyle and for reliance on the information on the label were the items validated by the purchase behavior construct. Management Implications Branding and brand recognition strategies, as well as information on the label deserve to be highlighted and should be well explored by dairy companies and other companies in the lactosefree product category, as they generate confidence and knowledge in individual consumers. Conclusion and Research limitations x Most consumers are women, probably because they dominate the role of purchasing and preparing food. Lactose-free products are generally consumed by those who adopt a restrictive diet for health or lifestyle. Consumption is relevant from the lowest income class, with an emphasis on income between 02 and 10 minimum wages. Product knowledge is the most perceived by the consumer in the decision-making process to generate consumer behavior, but the purchase intention and product characteristics also positively influence consumer buying behavior. There is a large part of the Brazilian population that has never consumed lactose-free products. A survey is suggested to survey the perceptions of these individuals who are not yet consumers. Among other limitations of the research is the lack of information on the convenience of buying in electronic retail and the frequency of consumption, recommending further studies to fill this gap.
Purpose The purpose of this research was to analyze the main factors that can influence the consumer's buying behavior for lactose-free products in Brazilian retail, investigating three hypotheses: The purchase intention for lactose-free products positively influences the purchasing behavior (H1); Knowledge of the lactose-free product positively influences the purchasing behavior (H2); and The characteristic of the lactose-free product positively influences the purchasing behavior (H3). Design/methodology The quantitative research included the execution in five stages. The first stage was the research and literature review that supported the construction of the theoretical framework and the attitude measurement scale; the second stage comprised the development of the questionnaire as an instrument for analyzing the consumer behavior of lactose-free products resulting in 37 questions divided into four constructions with their items and references, these constructs: purchase intention, characteristics of lactose-free products, knowledge about the product and purchasing behavior for such products, in addition to four categorical variables of the population, being sex, age, family income and marital status; the third stage consisted of validations: theoretical by four experts and semantics by 20 selected respondents and their adjustments, and empirical validation of the questionnaire by 258 respondents; the fourth stage comprised the tabulation and analysis of the data and the final stage comprised the results and conclusion of the study. Findings and Discussions The research objective was reached and all hypotheses were validated, considering that both the constructs of purchase intention, product knowledge and product characteristics had significant effects on the purchase behavior for lactose-free products. The adjusted model showed that the knowledge about the products is what stood out the most, formed by the variables of knowledge by consumption, knowledge by the reputation of the brand or manufacturer and knowledge by quality. The purchase intention is formed by the variables: willing to pay more, acquire whenever possible, belief that they are of good quality and belief that they are tasty. The product characteristics relevant to this construct were: good aroma, pleasant texture, healthier, more nutritious, low calories, superior quality and nutritional characteristics. Acquisition for quality, for performing a diet based on lactose-free products, for lifestyle and for reliance on the information on the label were the items validated by the purchase behavior construct. Management Implications Branding and brand recognition strategies, as well as information on the label deserve to be highlighted and should be well explored by dairy companies and other companies in the lactosefree product category, as they generate confidence and knowledge in individual consumers. Conclusion and Research limitations x Most consumers are women, probably because they dominate the role of purchasing and preparing food. Lactose-free products are generally consumed by those who adopt a restrictive diet for health or lifestyle. Consumption is relevant from the lowest income class, with an emphasis on income between 02 and 10 minimum wages. Product knowledge is the most perceived by the consumer in the decision-making process to generate consumer behavior, but the purchase intention and product characteristics also positively influence consumer buying behavior. There is a large part of the Brazilian population that has never consumed lactose-free products. A survey is suggested to survey the perceptions of these individuals who are not yet consumers. Among other limitations of the research is the lack of information on the convenience of buying in electronic retail and the frequency of consumption, recommending further studies to fill this gap.
Descrição
Palavras-chave
Comportamento do consumidor, Percepção de consumo, Livre de lactose, Sem lactose, Comportamento de compra