Análise do comportamento do consumidor da feira gastronômica, "Food Parks"

Abstract

Amid the steady growth of food outside the home and the appearance of a new segment within that industry which is becoming increasingly common as an investment option for new entrepreneurs all over the country, this monograph paper conducted a quantitative descriptive study with consumers of Lá Fora Food Park in Fortaleza. Its general objective was to analyze the gastronomic-fair consumer behavior in the so-called food parks. A field survey was developed, which had a sample of 101 interviewed subjects, being used, as a data collection instrument, an elaborated questionnaire as well as bibliographical sources. The research investigated the motivations and the social influences on this consumer, and what is the relationship between the reference groups and collective consumption. The results show that the analyzed consumers are directly affected by social influence of various reference groups, family, and are motivated by status consumption.