Desenvolvimento de barra alimentícia adicionada de café: estudo de marketing

The consumption of snack bars is based especially on the demand for practical and nutritious food. Coffee is highlighted for being appreciated and consumed worldwide, presenting elevated antioxidant activity, in addition to peculiar sensorial attributes. Therefore, it has great potential for use in many formulations. However, the success in the acceptance of a new product also derives from adequate marketing strategies. In this context, the present study aimed at evaluating the feasibility of introducing to the market a snack bar added with coffee, by means of sensorial acceptance and purchase intent of the consumers, in addition to identifying the best concept and the possible market segments. This work was a qualitative, by means of a focus group (content analysis), and quantitative research, by means of sensorial analysis and structures questionnaires (descriptive – frequency distribution, arithmetic mean, crosstabs and t test – and multivariate – cluster and discriminate analysis - statistical techniques). With the results, we showed that the main aspects considered by the consumers regarding the snack bar added with coffee. According to the qualitative evaluation, the consumer prefers packaging with matte colors ranging in the tones related to the coffee grain. The analysis of the quantitative data allows us to infer that the evaluations of the product regarding overall impression, purchase intent, preference and expectation before and after consuming the product are better for packaging containing the information “special coffee flavor – 100% arabic”. Regarding market segment, it was possible to conclude that, of the three extracted groups, the group of “healthy and conscious consumers” was the segment with higher potential for exploitation regarding purchase and consumption of the snack bar added with coffee.

Rotulagem como mecanismo de compartilhamento de informações com agentes da cadeia produtiva do café

The Agroindustrial System coffee after decades of state regulation has become a decentralized economic activity. This situation compelled most of the actors in the production chain to resort to self r egulatory systems offered by certification agencies, which have specific criteria and procedures. However the diversity criteria of the agencies do not offer resources able to ensure efficient management of the governance structure. There is a need to reduce the asymmetry of information, which is possible through the sharing of data compatible with the production tracking feature. This work is supported in this contextualized problem, based on Transaction Cost Theory and the use of qualitative and quantitative research methodologies. The first part of the work seeks to know the procedures required by leading regulatory agencies in Brazil, with perspective to emphasize the similarities and compatibilities between them, which was reached after analysis of standards and comparison of similarities. Next is registered the operation and the coffee traceability of the structure, in order to identify, through observation, documental and bibliographical analysis, the systems in place and traceable information in line with the recommendations of the coffee certification. Finally, he sought to create a labeling model that allows to generate and share information about the product from the field to the sale for consumption. The information obtained in the previous steps were the basis for data collection with the production chain agents through a structured questionnaire administered to 618 agents of the production chain, whose answers were treated by multivariate methods of statistical analysis. The results showed that actors in the chain are in favor of inclusion and sharing information related to rural production and economic and environmental data. This knowledge enabled develop a labeling model where the information sharing agents is an efficient mechanism to mitigate the governance problems identified.