RESUMOEste estudo pretende descrever os hábitos alimentares dos curitibanos com mais de 17 anos, pertencentes às classes A, B e C (Critério Brasil), identificando padrões de segmentação a partir de características psicográficas e comportamentais. Foi realizada uma pesquisa conclusiva descritiva cross sectional com uma amostra de 280 entrevistas. Por meio de análises de freqüências identificou-se os principais alimentos consumidos em cada refeição, destacando-se as diferenças entre o comportamento nos dias de semana e fins de semana. A adoção dos procedimentos multivariados, análise de cluster e análise de variância, permitiu identificar três grupos de consumidores com hábitos alimentares distintos: "os glutões", que comem de tudo sem nenhum cuidado especial com a alimentação; "os despreocupados", que comem sanduíches durante o almoço, bebem e fumam mais que os integrantes dos outros grupos e "os saudáveis", que preferem saladas e carnes grelhadas e se preocupam mais com a saúde. Palavras-chaves: hábitos de consumo; alimentação; curitibanos. ABSTRACTThis study intends to describe the alimentary habits of the Curitiba citizens older than 17 years old, belonging to the social classes A, B and C (Critério Brasil), to identify segmentation patterns starting from characteristic psicografics and behaviory. A cross sectional descriptive conclusive research was accomplished with a sample of 280 interviews. Using frequencies analyses to identify the main victuals consumed in each meal, standing out the differences among the behavior in the days of week and weekends. The adoption of the multivaried procedures, cluster analysis and variance analysis, allowed to identify three groups of consumers withdifferent alimentary habits: "the gluttons", that eat everything without any special care with the feeding; "the unworried" ones, that eats sandwiches during lunch time, consume beverages alcoholics and smokes more than the members of the other groups and "the healthy" ones, that prefers salads and grilled meats and is more worried about the health.
Understanding the hierarchy of goals of the consumer is one of the issues that has guided the efforts of researchers in recent years. The objective of this study is to identify a hierarchy of goals that guides the decision of men and women to visit shopping malls. A study was conducted over a qualitative and a quantitative stage, using the Association Pattern Technique and log-linear model. In the qualitative research, 14 consumers who reside in Curitiba-PR were interviewed resulting in 42 narratives and 90 reports of visits to the mall. In the quantitative stage, with electronic data collection, we obtained a sample of 703 valid questionnaires from consumers of 66 Brazilian cities. We found that men and women go to shopping malls with different motivations and therefore have different goal structures. Men have a more utilitarian motivation, and visit malls with specific goals for the accomplishment of some task. Women, on the other hand, go to malls with more hedonic motivations. They value the comfort and pleasure that malls provide.
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