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Advisor(s)
Abstract(s)
A presente investigação visa conhecer as preferências e os hábitos de
compra do consumidor da castanha. Para tal, realizou-se um estudo
transversal com base numa amostra não probabilística de 320 indivíduos
com idades compreendidas entre 18 e 66 anos. Os inquiridos possuíam,
predominantemente, habilitações literárias até ao ensino secundário
(71,3%) e usufruíam de um rendimento mensal até 1160 euros (53,8%). A
maioria dos consumidores consome castanhas (78,4%) duas ou mais vezes
por ano (50,3%) opta, frequentemente, pela castanha convencional local
(55,6%) ou nacional (50,2%) e prefere consumir a castanha assada em casa
(69,3%), cozida (66,4%) ou fresca (61,9%). Quanto ao comportamento de
compra, aproximadamente, 67,8% dos consumidores têm por hábito
comprar castanha fresca e fazem-no ocasionalmente (48,9%) em lojas
comerciais (46,6%), feiras (45,4%) ou diretamente ao produtor (41,4%) e
preferem a compra a granel (60,1%). Os atributos mais valorizados são a
qualidade (73,3%), o tamanho (66,9%) e o preço (61%). Compram em média
6,5 Kg/ano e consideram razoável, em média, o preço de 3 €/Kg. Todavia, as
evidências mostram que os consumidores ainda desconhecem o elevado
potencial da castanha como ingrediente, pelo que devem ser desenvolvidos
esforços de divulgação e desenvolvimento de novos produtos alimentares e
de higiene, entre outros.
This research intends to identify the preferences and the purchase habits of the chestnut consumer. A cross-sectional study was carried out based on a non-probabilistic sample of 320 individuals aged between 18 and 66 year old. The majority of the respondents had a schooling level up to secondary education (71.3%) and a monthly income up to 1160 euros (53.8%). Most consumers consume chestnuts (78.4%) two or more times a year (50.3%). About 67.8% of consumers purchase fresh chestnuts and occasionally do so (48.9%) in commercial stores (46.6%), fairs (45.4%) or directly to the producer (41.4%). They prefer to buy the chestnut unpackaged (60.1%) and the most valued attributes are quality (73.3%), size (66.9%) and price (61%). They buy, on average, 6.5 Kg/year and the price considered reasonable is, on average, 3 €/kg. Consumers still ignore the high potential of chestnut as an ingredient. So, efforts should be made to promote and develop new food, hygiene and other products derived from chestnut.
This research intends to identify the preferences and the purchase habits of the chestnut consumer. A cross-sectional study was carried out based on a non-probabilistic sample of 320 individuals aged between 18 and 66 year old. The majority of the respondents had a schooling level up to secondary education (71.3%) and a monthly income up to 1160 euros (53.8%). Most consumers consume chestnuts (78.4%) two or more times a year (50.3%). About 67.8% of consumers purchase fresh chestnuts and occasionally do so (48.9%) in commercial stores (46.6%), fairs (45.4%) or directly to the producer (41.4%). They prefer to buy the chestnut unpackaged (60.1%) and the most valued attributes are quality (73.3%), size (66.9%) and price (61%). They buy, on average, 6.5 Kg/year and the price considered reasonable is, on average, 3 €/kg. Consumers still ignore the high potential of chestnut as an ingredient. So, efforts should be made to promote and develop new food, hygiene and other products derived from chestnut.
Description
Keywords
Castanha Consumidor Preferências Hábitos de compra
Pedagogical Context
Citation
Ribeiro, Maria Isabel; Fernandes, António; Cabo, Paula (2018). Preferências e hábitos de compra do consumidor de castanha em Portugal. In III Simpósio da Castanha. Bragança