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Variáveis Relevantes Do Consumidor Do Café Solúvel Sob O Enfoque Da Diferenciação

Author

Listed:
  • Moori, Roberto Giro
  • Bido, Diogenes de Souza
  • Oliveira, Luciel Henrique de

Abstract

Objetivou-se, neste estudo, identificar, junto aos consumidores, as variáveis que influenciam a frequência de consumo do café solúvel. Para tanto, foi realizada uma pesquisa de natureza exploratória do tipo explicativa constituída de duas etapas e participação de 211 respondentes no total. Os dados coletados, tratados por meio da modelagem em equações estruturais (PLS-PM), revelaram que as variáveis significantes para o consumo do café solúvel são: o hábito e a idade. A identificação dessas variáveis, desdobrada em atividades operacionais individuais constituem o ponto de partida para a análise da cadeia de valor do consumidor final ao produtor, permitindo assim, uma melhor efetividade nas formulações de estratégias empresariais e acurácia na previsão do consumo do café solúvel e, por consequência, a vantagem competitiva.

Suggested Citation

  • Moori, Roberto Giro & Bido, Diogenes de Souza & Oliveira, Luciel Henrique de, 2010. "Variáveis Relevantes Do Consumidor Do Café Solúvel Sob O Enfoque Da Diferenciação," Organizações Rurais e Agroindustriais/Rural and Agro-Industrial Organizations, Universidade Federal de Lavras, Departamento de Administracao e Economia, vol. 13(1), pages 1-15, September.
    • Handle: RePEc:ags:orarao:133914
    DOI: 10.22004/ag.econ.133914
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    Agribusiness;

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