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Percepção do Consumidor sobre os Mecanismos de Qualidade e Segurança em Alimentos

DOI: http://dx.doi.org/10.15600/1679-5350/rau.v1n1p57-80

http://www.raunimep.com.br/ojs/index.php/regen/index

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Eduardo E. Spers1, Decio Zylbersztajn2 & Sergio G. Lazzarini3

 

Resumo: Os mecanismos formais e informais usualmente são analisados separadamente na literatura sobre regulação e marketing. Surgem visões conflitantes como a reputação sendo substituída pela necessidade de regulamentação e outra em que a regulamentação é complementada pela reputação. O objetivo geral deste trabalho foi analisar a relação de complementaridade ou substituição entre os mecanismos relacionados à segurança do alimento no segmento de carne bovina. A pesquisa foi conduzida com 591 consumidores no município de Piracicaba que ordenaram nove produtos hipotéticos em termos da sua preferência por aqueles que lhe proporcionam uma maior ou menor percepção de segurança e qualidade. Os resultados deste estudo demonstram que a utilização dos mecanismos formais e informais, concomitantemente, eleva a percepção do consumidor em relação à qualidade do produto consumido, principalmente em intensidades mais baixas destes mecanismos.

Palavras-chave: comportamento do consumidor, estratégia pública e privada, regulação da qualidade, alimentos.

 

Abstract: The formal and informal mechanisms usually are analyzed separately in literature on regulation and marketing. Conflicting views appear as the reputation being substituted by the necessity of regulation and another one where the regulation is complemented by the reputation. The general objective of the article was to analyze the complementary relation or substitution among the mechanisms related to the security of the food in the segment of bovine meat. The research was lead with 591 consumers in the city of Piracicaba who had arranged nine hypothetical products in terms of its preference taking in account those that provide a greater or minor perception t of security and quality. The results of this study demonstrate that, the use of the formal and informal mechanisms concomitantly, raises the perception of the consumer in relation to the consumed product quality, mainly in lower intensities of these mechanisms.

Key words: behavior of the consumer, public and private strategy, regulation of the quality, foods.

 

1 (UNIMEP) eespers@unimep.br
2 (FEA/USP) dezylber@usp.br
3 ( IBMEC) sergiogla1@ibmec.br

 

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