Atributos determinantes na escolha por consumo de alimentação fora do lar: uma análise de um shopping de Fortaleza

Abstract

The study of the attributes becomes necessary to the extent that it is clearer what the criteria adopted by the customers in the process of consumption decision. And this work aimed to verify and analyze the determining attributes at the time of consumption of food for the home. For this purpose, the theoretical basis was studied in the students of the behavior of the consumer, the food for the owners and the processes in the decision-making process of consumption. It was adopted as a data analysis resource and a typology of Alpert (1971) where the attributes are characterized as salient, important and determinant, a categorization of Zeithaml (1988) that divides the attributes into extrinsic and intrinsic ones and an adopted group by Peter and Oslon. (2010), which identifies the attributes in large and concrete. The research has the quantitative nature and the present one was carried out in data collection, with the application of 208 questionnaires. Workflow for the Excel and the SPSS (Statistical Package for Social Sciences). In order to identify the underlying framework of attributes, a full exploratory factorial statistical analysis was used. With this you can identify the factors and hierarchize the attributes. The results were determinant in the choice of energy consumption to obtain the maximum force and to reduce the performance (Factor 01) presenting total variation explained 43.6% in the factorial model. This study provides an amplification in the understanding of a process of decision of power of sustentation of the influence in the quality of the knowledge on the perception of the consumer in relation to the attributes.