Comportamento do consumidor de erva-mate em Erechim/RS: explorando atributos e preferências na decisão de compra

Abstract

The present study was developed with the objective to understand the purchasing behavior of consumers of erva-mate, with emphasis in the attributes considered

important concerning the purchasing decision, preferences and habit formation facing the different brand options. The study had also the objective to understand the perception of the consumers concerning the main brands available in town and test a loyalty scale of those consumers. A survey in two different phases was made to achieve the objective proposed. The first phase of the survey was eminently exploratory which involved the survey and the use of secondary data that provided relevant information on the topic. This phase also comprised a qualitative survey

through profound interviews with general consumers, producers of erva-mate and a researcher of the area and aimed to provide a better view and understanding of the

context of the problem and served as basis for the elaboration of an instrument to collect data in the qualitative phase. In the s