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2020, vol. 15, br. 1, str. 175-180
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Determinante ponašanja potrošača prilikom izbora između punomasnog i obranog UHT mleka
Determinants of consumer behaviour when choosing between whole and skimmed UHT milk
aBrazilian Agricultural Research Corporation - Embrapa, Juiz de Fora, MG, Brazil bFederal University of Juiz de Fora - UFJF, Juiz de Fora, MG, Brazil
e-adresa: kennya.siqueira@embrapa.br
Sažetak
U Brazilu se konzumira velika količina UHT mleka, ali malo se zna o faktorima koji utiču na odluku potrošača da odabere između punomasnog i obranog UHT mleka. Obzirom da potrošači predstavljaju jedan od glavnih pokretača na tržištu, važno je identifikovati faktore koji utiču na njihove obrasce ponašanja. Strukturirani upitnik je primenjen na 248 ljudi iz Juiz de Fora, u Brazilu. Model binarne logističke regresije korišćen je za analizu verovatnoće kupovine punomasnog ili obranog UHT mleka. Rezultati su pokazali da su prihod, starost i broj članova porodice u domaćinstvu glavne odrednice ponašanja potrošača prilikom izbora između punomasnog i obranog mleka. Veći prihodi, stariji ljudi i manji broj članova domaćinstva bili su povezani sa povećanom potrošnjom obranog mleka. Ovi rezultati bi mogli biti korisni za orijentaciju kampanja na lokalnom tržištu mleka i za logističku distribuciju proizvoda prema preferencijama potrošača.
Abstract
Large amounts of UHT milk are consumed in Brazil, but little is known about the factors affecting the consumer's decision to choose between whole and skimmed UHT milk. Since consumers represent one of the main market drivers, it is important to identify the factors influencing their behavioral patterns. A structured questionnaire was applied to 248 people in Juiz de Fora, Brazil. A binary logistic regression model was used to analyze the probability of buying whole or skimmed UHT milk. Results indicated that income, age, and number of family members in a residence are the major determinants of consumer behaviour when choosing between whole and skimmed milk. Higher income, older people, and smaller number of residents were associated with an increased consumption of skimmed milk. These results could be useful to orientate local dairy market campaigns and logistic distribution of products according to consumer preferences.
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