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Advisor(s)
Abstract(s)
A região de Trás-os-Montes apresenta uma gama de produtos certificados de elevado valor cultural e comercial. O queijo Terrincho de Denominação de Origem Protegida (DOP), fabricado com leite de ovelha Churra da Terra Quente é um desses produtos. Assim sendo, esta investigação tem por objetivos definir o perfil do consumidor do queijo Terrincho DOP e estudar os seus hábitos de compra e consumo. Para atingir esses objetivos, foi desenvolvida uma investigação analítica e transversal. Os dados foram recolhidos com recurso a um questionário estruturado por meio de entrevistas pessoais realizadas a uma amostra aleatória de consumidores da cidade de Bragança em março de 2019. Dos 380 entrevistados, 57 eram consumidores de queijo Terrincho DOP. Estes consumidores eram maioritariamente do sexo feminino (56%) e tinham, em média, 58,3 (DP = 16,2) anos de idade. Estavam casados (70%), empregados (50%), residiam no concelho de Bragança (90%) com 2 (40%) ou 3 (28%) pessoas no seu agregado familiar. Os consumidores de queijo Terrincho DOP diferem significativamente (p-value < 0,05) dos não consumidores por possuírem escolaridade de nível superior (53%), rendimento familiar mensal superior a 1200 euros e estarem reformados (47%). A frequência de consumo do produto ocorria uma vez ao mês (33%) ou duas a quatro vezes ao ano (26%), enquanto a frequência de compra ocorria mensalmente (69%). No momento da compra, a maioria dos entrevistados optou pelo produto certificado (67%) pela segurança (79%) que a certificação representa. Dada a sua aceitação pelos consumidores, o q queijo Terrincho DOP revela ser um produto capaz de gerar elevado valor acrescentado contribuindo positivamente para o desenvolvimento económico da região de Trás-os-Montes.
The Trás-os-Montes region has a range of certified products of high cultural and commercial value. Terrincho cheese with Protected Designation of Origin (DOP), made with Churra da Terra Quente sheep's milk, is one of these products. So, the aim of this research was to define the consumers profile of Terrincho DOP cheese and study their purchasing and consumption habits. To achieve these objectives, an analytical and transversal research was carried out. Data were collected using a structured questionnaire through personal interviews to a random sample of consumers from Bragança city during March, 2019. Of the 380 respondents, 57 were consumers of Terrincho PDO cheese. These consumers were mostly female (56%) with an average age of 58.3 (SD = 16.2) years old. They were married (70%), employed (50%), lived in the municipality of Bragança (90%) with 2 (40%) or 3 (28%) people in their household. Consumers of Terrincho PDO cheese differ significantly (p-value < 0.05) from non-consumers because they have higher education (53%), a monthly family income above 1200 euros and are retired (47%). The frequency of consumption of the product occurred once a month (33%) or two to four times a year (26%), while the frequency of purchase occurred monthly (69%). At the time of the purchase, most respondents choose the certified product (67%) for the safety (79%) that certification represents. Given its acceptance by consumers, the Terrincho PDO cheese proves to be a product capable of generating high added value, contributing positively to the economic development of the Trás-os-Montes region.
The Trás-os-Montes region has a range of certified products of high cultural and commercial value. Terrincho cheese with Protected Designation of Origin (DOP), made with Churra da Terra Quente sheep's milk, is one of these products. So, the aim of this research was to define the consumers profile of Terrincho DOP cheese and study their purchasing and consumption habits. To achieve these objectives, an analytical and transversal research was carried out. Data were collected using a structured questionnaire through personal interviews to a random sample of consumers from Bragança city during March, 2019. Of the 380 respondents, 57 were consumers of Terrincho PDO cheese. These consumers were mostly female (56%) with an average age of 58.3 (SD = 16.2) years old. They were married (70%), employed (50%), lived in the municipality of Bragança (90%) with 2 (40%) or 3 (28%) people in their household. Consumers of Terrincho PDO cheese differ significantly (p-value < 0.05) from non-consumers because they have higher education (53%), a monthly family income above 1200 euros and are retired (47%). The frequency of consumption of the product occurred once a month (33%) or two to four times a year (26%), while the frequency of purchase occurred monthly (69%). At the time of the purchase, most respondents choose the certified product (67%) for the safety (79%) that certification represents. Given its acceptance by consumers, the Terrincho PDO cheese proves to be a product capable of generating high added value, contributing positively to the economic development of the Trás-os-Montes region.
Description
Keywords
Queijo Terrincho DOP Denominação de origem protegida Pesquisa de mercado Bragança
Pedagogical Context
Citation
Perinoto, L., Fernandes, A. Leone, R. & Ribeiro, M. (2021). Fatores diferenciadores do comportamento do consumidor de queijo Terrincho DOP. Revista Portuguesa de Zootecnia. ISSN 2182-4975. 6:1, p. 49-66
Publisher
Associação Portuguesa de Engenharia Zootécnica