FATORES QUE INFLUENCIAL NA DECISÃO DE COMPRA DE LEITE DE CONSUMIDORES NA CIDADE DE NATAL

Abstract

This paper aimed to investigate the factors of influencing milk consumers of Natal city, state of Rio Grande do Norte, in their buying decision. The methodology was a descriptive and exploratory type Survey, with 385 questionnaires applied on the four geographical areas of Natal city. Sample size was found according to the county inhabitant number, and survey was applied through questionnaire applied at randomized suburbs, streets and houses from four geographical city zones. The statistical analyses were: descriptive analysis, comparison test of means and Cluster analysis. Results were that milk quality had high average, in contrast with the price and brand which had the lowest ones. Milk quality and image of the store were the factors most stable for the consumer make its purchase decision, while price and brand were those of least importance. Comparisons among variables showed significance (P<0,05) except for price importance, visual appearance, no product on the market shelves, easy of buying and product status. As conclusion, milk quality is the main factor for consumers to make a decision to purchase milk, whereas price and brand were of least importance.