Caracterização do consumidor da carne ovina da cidade de Dom Pedrito - RS

Abstract

The constant changes that the cutting sheep industry is facing has proved an attractive scenario, given that the lamb has excelled in the meat market, with a potential demand for consumers who are willing to pay for attributes "priceless" associated the product mainly with respect to food safety and beneficial effects in the food can cause the body. The sheep industry has great socio-economic importance to the campaign region, however, with regard to the current consumers of lamb, little is known about the factors that surround and influence the decision making, as well as the preferences and greater acceptance of product characteristics in the market. In this sense, this research aimed to characterize the consumer of sheepmeat in the town of Don Pedrito, in order to contribute to the establishment of production and marketing strategies that meet the requirements of specific market. 100 consumers were interviewed from May to June 2015 where the results show the lamb as the runner-up in order of preference with regard to other species, consumed by 87% of respondents often than once a week for most interviewed. The main limiting for the purchase are the "high prices", followed by "lack of product". Regarding the choice of the cut, the rib was the first in choice, followed by the palette and the shank. Excess fat and the lack of standard cuts are the characteristics cited as those that most affect the marketing. There was a large deficit of information on the nutritional composition of lamb meat by consumers, since 51.7% of respondents said they did not know such caracterisitcas about the product. However, the lamb was shown to have great market demand and consumers are shown recptivos local production.