Profile of the consumer of milk and derivatives in the municipality of Maringá, PR

Abstract

The objective of this study was to analyze the profile of milk consumers in the city of Maringá, PR and identify the determinants in the choice of food products. Semistructured forms were used, containing sociodemographic questions and about the consumption behavior of 328 milk consumers in the municipality of Maringá, PR. Data were tabulated and analyzed using descriptive statistics. Sociodemographic variables were confronted with determinants of purchase. The majority of the sample interviewed (60.50%) were female, with a mean age above 31 years, with higher education and income of 5.88 minimum monthly salaries. Among these, 46.50% consume milk daily, with a higher frequency of consumption for UHT (Ultra High Temperature) milk. Among those interviewed, regardless of sex, income and schooling, the criteria "quality" and "benefits to Health "were the main determinants for food purchases; These being included, preponderant to the "price". The results also showed that consumers interviewed are concerned about health concerns and take it into account when purchasing a product. Therefore, the products with these appeals must be developed by the agents of the agroindustrial system of milk. In addition, a relative low importance of the "price" criterion suggests that consumers are interviewed and have products that meet their needs.