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Valores y motivaciones en el consumo de productos lácteos: un estudio exploratorio con estudiantes universitarios argentinos

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  • Lacaze, María Victoria

Abstract

La evaluación de la calidad de los alimentos constituye una de las áreas más complejas del estudio del comportamiento del consumidor. Los enfoques multidisciplinarios permiten ahondar en el proceso de valoración, identificando valores y motivaciones que subyacen a las decisiones de compra. El objetivo de este estudio exploratorio es analizar la importancia otorgada a los atributos y las motivaciones personales en el consumo de yogures, aplicando las estrategias del Means-End Chain Analysis. El contenido calórico y nutricional de los yogures; su consumo con frutas y cereales; el contenido de calcio y la ausencia de colesterol son los atributos más destacados. Las consecuencias asociadas son la preferencia por dietas balanceadas. También, se ha destacado el sabor y la cremosidad como atributos distintivos que se conectan con el placer sensorial y con valores relacionados a la felicidad. Un análisis estadístico descriptivo para datos cualitativos complementa los resultados mencionados y permite detectar diferencias significativas por género en las respuestas brindadas.

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File URL: http://nulan.mdp.edu.ar/1598/
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Bibliographic Info

Paper provided by Centro de Documentación, Facultad de Ciencias Económicas y Sociales, Universidad Nacional de Mar del Plata in its series Nülan. Deposited Documents with number 1598.

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Date of creation: 2011
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Publication status: Published in FACES, 17(36-37), 2011, pp. 49-78
Handle: RePEc:nmp:nuland:1598

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Keywords: Motivación; Consumo de Alimentos; Productos Lácteos; Atributos de Calidad; Consumidores;

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