Modelo de análise do perfil do consumidor de produtos orgânicos para definição da estratégia de marketing

Abstract

The objective of this study is to propose a model of analysis that identifies the profile of the consumer of organic foods and with the result found traces the marketing strategy directed to this consuming public. Since in the current perspective of the consumer in choosing healthy foods it is necessary to understand what factors determine this option. Its importance is associated to the decisions regarding the definition of the consumer profile of these products in order to formulate the appropriate marketing strategy. The proposed model is divided into two phases: quantitative - qualitative. In the first phase the variables were defined, data were collected and regression and chance analysis were performed to find the consumer profile of organic foods. Once the profile is identified, it follows with the second phase, the marketing analysis for the defined profile and what actions should be taken to better serve this consumer audience. In this context, the variables, income and education level of the consumer were considered, as determinants in the intention to buy / consume organic foods. And to the planted area of organic food, a proxy representing the consumption of organic food. Thus, we sought to identify the existence of a correlation between consumption and explanatory variables. The correlation (R) 0.813 was obtained, which represents a high degree of relationship between the variables and the coefficient of determination (R²) 0.661, representing the explanatory power of the regression model. In addition, the causality model was applied in which the bilateral causality between the variables was verified. In this way, the model responds to the definition of the consumer profile of organic products. After determining the consumer's profile of organic foods based on the variables limited by the study, the next step determined by the model is the formulation of the Marketing strategy aimed at the identified target public.