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- Title
INFLUÊNCIA DA IMAGEM E PERCEPÇÃO DE VALOR NA INTENÇÃO DE COMPRA DE CARNE DE FRANGO: UM ESTUDO QUANTITATIVO.
- Authors
Toni, Deonir De; Reche, Ricardo Antonio; Larentis, Fabiano; Milan, Gabriel Sperandio
- Abstract
Brazil is currently featured on the world context as a producer and exporter of chicken meat, creating jobs and allowing the permanence of men in the contryside. Researches show that consumption of chicken meat, worldwide, grows at higher rates than the other meats. But despite this scenario, consumers' perception about chicken meat still needs attention from researchers. Qualitatively, Reche, De Toni and Milan (2010) identified the attributes present in the central image of this meat and the value perceptions, demonstrating that consumers perceive the chicken meat as a healthy product, affordable, versatile and light. Aiming to demonstrate quantitatively which dimensions of chicken meat image contribute most to the intention of buying, an instrument composed of 71 questions relating to the image of the product, value perceptions and purchase intentions was applied to 213 respondents, showing that the rational, functional, sensory and physical-material dimensions of the image are the most significant to consumers' purchase intention. The attributes and dimensions listed are related to marketing actions, in specific variables, relevant to the intention to buy the product.
- Publication
RACE- Revista de Administraçâo, Contabilidade e Economia, 2015, Vol 14, Issue 3, p1005
- ISSN
2179-4936
- Publication type
Article