Comportamento do consumidor de carne ovina: um estudo amostral no Município de Dom Pedrito, RS

Abstract

The sheep farming has Always been present in the humanity, since the beginnigns of the history, and now a days, is in all over the continents. The sheep farming chain is complex and has passed by several changes over time, principally after the world crisis in the mid of 80’s and 90’s, wichled the restructuring of the chain, Just like happend in Rio Grande do Sul, where wool used to be the main production of sheep farming, that became to be na activity of dual ability, producing be sides of wool, meat also. The consumers behavior is a study about how individuals buy and use the assets, and about the food consumption, mainly the meat ones, that consumers have peculiar behavior, wich one have the irown requirement and perceptions. So, this work propose to análise wich variables are more relevant for the sheep meat consumers in the county of Dom Pedrito/RS, The objetictive was to análise the irperceptions, verify wich factors have more significance in the consumption, and in the sheep meat non consumption. The method used to accomplish the proposed objectives in this work, occurred through an application of a Surveyquestionary, used to colect primary datas, applied in strategic points, places that commerce sheep meat, as well, was used eletronic forms, and trough the datas analizes that were obtained in the fieldresearch, it was found as results, the follow variaty: for the consumers, are more relevant the “Flavor”, “MeatQuality”, “TextureandSoftness”, followedby, inferior butnotless importante variaty, “Health Concerns”, “Tradition in Consumption” and “Price”, considering that “Price” variaty had more impact to the consumers to choose the place of purchase, because 31% of the sample, buy the meat direct lywith the producers, it was evaluated that this variableis the one that have more relevance. Instead, to the public that don’t consumption the sheep meat, the variables more relevantes were, “Fat in Meat” and “Flavor”, with the great manegement at the prodution, those caracteristics can be use to suply the demands of these public, so that, they can be come loyal consumers of sheep meat. Lastly, with studies like these, that focus on consumer market are fundamentally important for productive chain, because with the consumers perceptions, the quality of the products can be achieve, attending and suplling the necessities and demand of the consumers.