Valores y motivaciones en el consumo de productos lácteos: un estudio exploratorio con estudiantes universitarios argentinos
Palabras clave:
calidad, alimentos, atributos, consumidores, percepciones, means-end chainResumen
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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Derechos de autor 2011 Universidad Nacional de Mar del Plata. Facultad de Ciencias Económicas y Sociales
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