NDLI: Os Determinantes De Consumo De Leite E Derivados Em São José Do Rio Preto: Uma Aplicação Da Teoria Do Comportamento Planejado

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Os Determinantes De Consumo De Leite E Derivados Em São José Do Rio Preto: Uma Aplicação Da Teoria Do Comportamento Planejado

Content Provider	Semantic Scholar
Author	Dezani, Adriana Alvarenga Alvarenga Passarini, Anidersi Aline Paulino, Luana Correa Leite
Copyright Year	2014
Abstract	O estudo do comportamento do consumidor tem sido um tema em destaque tanto no meio academico quanto no empresarial. De acordo com a Teoria do Comportamento Planejado (TPB - Theory of Planned Behavior), o comportamento humano individual e uma funcao da intencao de comportamento. Assim, este estudo propoe identificar os determinantes de consumo do leite e a sua correlacao com a Teoria do Comportamento Planejado de Ajzen. Para tanto, foi elaborado um questionario baseado nas dimensoes da Teoria do Comportamento Planejado (TCP), utilizando a ferramenta Google Drive. Os resultados revelaram que os produtos lacteos prediletos sao o queijo mussarela, leite condensado, creme de leite, leite integral, doce de leite e queijo minas e as principais variaveis que determinam a compra sao sabor, preco e qualidade nutricional. A principal crenca comportamental e que o consumo desses produtos traz beneficios a saude. Palavras-chave: Leite, comportamento do consumidor, teoria do comportamento planejado Abstract: The study of consumer behavior has been a major theme in both academic and business areas. According to the Theory of Planned Behavior (TPB - Theory of Planned Behavior), individual human behavior is a function of behavior intention. Thus, this study aims at identify the consumption determiners of milk and its correlation with the Theory of Planned Behavior from Ajzen. For this purpose, a questionnaire has been prepared based on thedimensions of the Theory of Planned Behavior (TCP) using Google Drive tool. The resultsshowed that dairy products are the favorite mozzarella cheese, condensed milk, sauer cream, whole milk, milk fudge and fresh cheese andthe main variables that determine the purchase are taste, price and nutritional quality. The main behavioral belief is that the consumption of these products brings health benefits. Keywords: Milk, consumer behavior, theory of planned behavior
File Format	PDF HTM / HTML
Volume Number	17
Alternate Webpage(s)	http://periodicos.unifacef.com.br/index.php/facefpesquisa/article/viewFile/825/623
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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