Diagnosis of pork meat consumer profile in Olho d´Água - PB

Abstract

With the need to understand the behavior of consumers, this study was carried out with the objective of characterizing the pork meat consumers profile in the municipality of Olho d´ água in Paraíba state. Ninety-one semi-structured questionnaires were applied from September to November 2019. The questions allowed to verify aspects inherent to the consumer's profile, such as gender, age, education, favorite meat for consumption, pork consumption, reason for not consume, consumption of meat products made from pork, frequency of consumption, preference for pork cuts, if the respondent thinks that pork has health benefits and if advertising influences the purchase of pork. Of the consumers interviewed 56% were male and 44% female with monthly income ranging between 260 and 500 reais (53%). Most respondents were aged between 18 and 30 years (38%) and had incomplete elementary school (43%). Pork showed lower purchase preference (10%), although 57% of respondents stated that they consume it mainly on weekends (45%). The non-consumption of this meat by 43% of respondents occurs because they think it is fatty meat (51%), for health reasons (29%), because they do not like the taste (12%) and because they think it is an expensive product (9%). The consumption of meat products made with pork is regular, 42% of respondents eat ham or ham, 32% eat sausage and mortadella, 15% eat sausage and, to a lesser extent, 7% eat bacon. and 1% consume salami. Regarding the main pork cuts, 52% of respondents prefer the rib, followed by the pork chop (20%). Of those interviewed 53% said that it has no benefits and 47% that there is benefit in this meat. Only 24% of respondents believe that advertising influences the purchase of pork. The consumption of pork is still small when compared to other meats. One of the factors that prevents this consumption is the regional customs. Campaigns for increasing pork consumption based on low prices, clarifications on nutritional and health qualities, offerings of differentiated cuts and new forms of preparation are suggested.