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Aceitação E Segmentação Do Mercado De Produtos Derivados Da Carne De Peru

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  • Pulici, Rodrigo
  • Alves, Flavio Rocha
  • Gameiro, Augusto Hauber
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    Abstract

    Nos últimos anos, a avicultura brasileira tem apresentado grande crescimento na produção e a criação de perus acompanha - de certa forma - este desempenho. Como o frango de corte, grande parte da produção de carne de peru é exportada. Todavia, o frango de corte tem o consumo no mercado interno bastante consolidado, o que já não ocorre com o consumo de derivados de peru, que se apresenta bastante baixo, apesar do crescimento nos últimos cinco anos. A presente pesquisa analisou a estratégia de segmentação do mercado dos produtos à base de carne de peru, o comportamento de compra baseado nos preços desses produtos no varejo vis-à-vis os dos derivados de frango e as possíveis causas do baixo consumo per capita brasileiro. A pesquisa foi realizada em três supermercados do interior de São Paulo. Observou-se uma ampla adoção da estratégia de segmentação de derivados de peru, mas os preços ofertados ao consumidor, em sua maioria, apresentaram-se significativamente mais elevados em relação ao preço dos derivados de frango. Também foi constatado que em alguns produtos há diferença na preferência entre homens e mulheres, mas na maioria das vezes o comportamento de consumo é bastante semelhante. As principais hipóteses para as causas do baixo consumo per capita identificadas foram: preço relativamente elevado, pouca divulgação dos produtos e sazonalidade de alguns derivados. --------------------------------------------------In recent years, the Brazilian poultry production has largely grown. The turkey production somehow follows this performance. A large amount of turkey meat is exported, just like the poultry. However, the poultry meat consumption is very well consolidated in the domestic market, what does not occur with turkey derivates consumption, which is very low, despite the growth in the last five years. This research analyzed the market segmentation strategy of products made of turkey meat, as well as the purchase behavior based on prices of these products vis-à-vis prices of poultry derivates and the possible reasons that explain the low per capita consumption in Brazil. The research was conducted in three supermarkets of the State of São Paulo. A large adoption of the segmentation strategy was observed for turkey derivates, but most prices were significantly higher than poultry ones. It was also observed that there is a difference in men and women’s preferences for some products, but most of the times the consumption behavior is very similar. The main hypotheses for the low per capita consumption were: relatively high price, insufficient advertisement and seasonality of some derivates.

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    Bibliographic Info

    Paper provided by Sociedade Brasileira de Economia, Administracao e Sociologia Rural (SOBER) in its series 46th Congress, July 20-23, 2008, Rio Branco, Acre, Brasil with number 108968.

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    Date of creation: Jul 2008
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    Handle: RePEc:ags:sbrfsr:108968

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    Web page: http://www.sober.org.br/
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    Keywords: carne; peru; varejo; consumidor; segmentação; meat; turkey; retail; consumer; segmentation; Livestock Production/Industries;

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