O perfil dos consumidores de leite da cidade de Maceió - AL

Abstract

Market research is a marketing management tool that identifies market aspects, opinions and trends. In this work, through a market research, the characteristics of milk consumption were identified at Maceió - AL, in order to provide inputs for an entrepreneur in the sector. Thus, different profiles of consumers present in the most diverse locations of the city were analyzed. The methodology was based on the application of a questionnaire thoroughly elaborated with the objective of understanding in the broadest possible way all the behavior of the dairy consumer, covering all social classes, seeking to understand the peculiarities that involve the purchase process by the citizen of Maceio and, in this way, identify the main factors that lead him to choose certain brands and/or types of milk to the detriment of others. The results of the study show the prospect of growth in certain types of milk, due to allergies and intolerances developed by the population in recent years. It was also possible to see a change in certain consumption habits in search of a healthier and more natural diet, indicating a possible niche to be explored.