MARKETING DE ALIMENTOS E O COMPORTAMENTO DE CONSUMO: PROPOSIÇÃO DE UMA TIPOLOGIA DO CONSUMIDOR DE PRODUTOS LIGHT E OU DIET

Detailed investigations about consumer food practices provide interesting information concerning the different manners consumers think about their own behaviors. Considering that consumers have objectives and different anxieties in terms of food that may result in distinct food models, this paper proposes a low-fat consumer typology. The main goal of this work was to better understand the profile of both consumer types (low-fat and non low fat consumers). A survey was applied about consumption frequency, reasons that lead to his/her acceptation or rejection of low fat products and their opinions about what it means to eat well. Recognizing an extensive data set of qualitative variables, multivariate statistical analyses was adopted. Moreover, a lexical analysis was applied so as to interpret the content of survey. It was concluded that low-fat consumers who accept such products are concerned with health and physical shape and non low-fat consumers who reject such products have stated doubts in terms of their efficacy