Avaliação da percepção de consumidores em relação aos rótulos de milho de pipoca para micro-ondas
Data
2022-06-09
Autores
Almeida, Viniccius Silva de
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
A pipoca é um produto obtido a partir do aquecimento do milho e é fonte de fibras alimentares. Atualmente, observam-se novos produtos no mercado com o intuito de atender as demandas dos consumidores por alimentos mais saudáveis. Diante disso, o objetivo desse estudo foi avaliar a percepção dos consumidores quanto aos rótulos de milho de pipoca para micro-ondas, bem como identificar os fatores considerados importantes no rótulo de cada produto. Foram utilizados quatro rótulos de pipoca para micro-ondas, sendo: i) pipoca natural com sal, ii) pipoca natural sem sal, iii) pipoca grãos integrais, 0% sódio, 25% menos gordura totais, sabor natural e iv) pipoca grãos integrais, 0% sódio, 25% menos gordura totais, sabor natural com sal. Foram realizados dois estudos: associação de palavras, em que os participantes foram solicitados a escrever as quatro primeiras palavras que viessem à sua mente após a visualização dos rótulos de pipoca para micro-ondas, e grupo de foco, no qual foi feita uma discussão a respeito das percepções dos consumidores em relação aos rótulos. Os rótulos geraram associações positivas e negativas nas percepções dos consumidores. A associação de palavras mostrou que os rótulos de pipoca natural com e sem sal foram associados a aspectos sensoriais e memória afetiva, apesar das percepções negativas sobre sua origem. As pipocas integrais foram associadas a ingredientes, composição e aspectos relacionados à saúde e nutrição, apesar de associações negativas relacionadas à veracidade das informações contidas no rótulo do produto. O grupo de foco aprofundou o entendimento sobre a compra desses produtos, principalmente no que diz respeito às cores dos rótulos, preço e percepção do consumidor em relação às pipocas integrais. Com o uso de ambas as técnicas, foi possível aprofundar o entendimento sobre as cores dos rótulos e, novamente, os aspectos da pipoca integral versus a questão dos preços dos produtos. Concluindo, os consumidores perceberam os quatro rótulos de forma diferente e ambas as técnicas apresentam resultados importantes quanto ao comportamento do consumidor e compra/consumo de pipoca de micro-ondas.
Popcorn is a product obtained from heating corn and is a source of dietary fiber. Currently, there are new products on the market in order to meet consumer demands for healthier foods. Therefore, the objective of this study was to evaluate consumer perception of microwave popcorn labels, as well as to identify the factors considered important on the label of each product. Four labels of popcorn were used: i) natural popcorn with salt, ii) natural popcorn without salt, iii) whole grain popcorn, 0% sodium, 25% less fat total, natural flavor and iv) whole grain popcorn, 0% sodium, 25% less total fat, natural flavor with salt. Two studies were carried out: word association, in which participants were asked to write the first four words that came to their mind after viewing the labels, and focus group, in which a discussion about the perceptions of consumers in relation to the labels was performed. Labels generated positive and negative associations in consumer perceptions. Through word association, the labels of natural popcorn with and without salt were associated with sensory aspects and affective memory, despite negative perceptions about their origin. The whole grain popcorns were associated with ingredients, composition and aspects related to health and nutrition, despite negative associations related to the veracity of the information stated on the product label. The focus group deepened the understanding about purchase of these products, especially related to the label colors, price and consumer perception regarding the whole grain popcorns. By using both techniques, an understanding about the colors of the labels and, again, whole grain popcorn aspects versus price were deepened. In conclusion, consumers perceived the four labels differently and both techniques present important results regarding consumer behavior and purchase/consumption of microwave popcorn.
Popcorn is a product obtained from heating corn and is a source of dietary fiber. Currently, there are new products on the market in order to meet consumer demands for healthier foods. Therefore, the objective of this study was to evaluate consumer perception of microwave popcorn labels, as well as to identify the factors considered important on the label of each product. Four labels of popcorn were used: i) natural popcorn with salt, ii) natural popcorn without salt, iii) whole grain popcorn, 0% sodium, 25% less fat total, natural flavor and iv) whole grain popcorn, 0% sodium, 25% less total fat, natural flavor with salt. Two studies were carried out: word association, in which participants were asked to write the first four words that came to their mind after viewing the labels, and focus group, in which a discussion about the perceptions of consumers in relation to the labels was performed. Labels generated positive and negative associations in consumer perceptions. Through word association, the labels of natural popcorn with and without salt were associated with sensory aspects and affective memory, despite negative perceptions about their origin. The whole grain popcorns were associated with ingredients, composition and aspects related to health and nutrition, despite negative associations related to the veracity of the information stated on the product label. The focus group deepened the understanding about purchase of these products, especially related to the label colors, price and consumer perception regarding the whole grain popcorns. By using both techniques, an understanding about the colors of the labels and, again, whole grain popcorn aspects versus price were deepened. In conclusion, consumers perceived the four labels differently and both techniques present important results regarding consumer behavior and purchase/consumption of microwave popcorn.
Descrição
Palavras-chave
Pipoca, Rótulo, Micro-ondas, Associação de palavras, Grupo de foco, Popcorn, Label, Microwave, Word association, Focus group