Influência dos atributos do produto no processo de decisão de compra da categoria de água de coco industrializada no Brasil

Resumo

In 2019, the industrialized coconut water market in Brazil reached 1.1 billion reais of revenue with 179 million liters sold. These data demonstrate a reduction in the evolution category of the last 5 years. The number of researches targeting specific categories is still small and another issue identified as a theoretical gap related to the understanding of what are the essential messages for the consumer. Based on this scenario, combined with the lack of studies related to the category in question, this study aimed to identify the influence of the main product attributes of the industrialized coconut water category in Brazil in the consumer purchasing decision process. It is a quantitative study that was designed in three distinct stages. The first was the analysis of reports referring to the evaluation of the consumer market for industrialized coconut water and aimed to deepen the knowledge about its dynamics. The second stage was the application of Best-Worst Scaling method among managers of the segment, considered as specialists. They were interviewed to gather at the number of attributes and levels necessary to be used in the third stage, which was the application of Conjoint Analysis between consumers to measure the importance of each attribute. As main results, it was possible to exhibit that price is not the main attribute in the decision making of purchases and that the attributes considered hedonic (brand and flavor) have a greater influence than the functional attributes (nutritional and health). This result demonstrates the opportunity to review the positioning of this category, changing the dynamics of this market, which today is essentially focused on prices, in addition, on the definition of communication elements, with the correct messages and point of interaction between brand and consumer. When it comes to healthiness, the consumer was more attentive to consumption to prevent diseases instead of being associated with weight loss. It is also evidenced by another attribute, the nutritional one, that the consumer has a greater concern for not using preservatives in the product instead of low calorie.

Ficha do documento

Tipo

Dissertação

Ano

2021

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/30835

Palavras-chave

Conjoint analysisCoconut waterAttributeConsumer journeyDecision makingÁgua de cocoAtributosJornanda de comprasTomada de decisãoAdministração de empresasComportamento do consumidorProcesso decisórioÁgua-de-cocoProdutos industrializadosAnálise conjunta (Marketing)