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Abstract(s)
Com a evolução da ciência alimentar, a alimentação, para além da sua função natural de subsistência, tornou-se para o consumidor, num meio consciente de regular o seu estado de saúde. A indústria alimentar tem atualmente um grande interesse em compreender os aspetos determinantes nas escolhas alimentares dos consumidores (Shepherd & Raats, 2006). O presente estudo tem como objetivo segmentar e definir o perfil do cliente Go Natural, proporcionando também uma melhor compreensão do consumidor moderno na sua prática alimentar em restaurantes. A Go Natural é uma cadeia de restaurantes e supermercados, especializada em alimentação saudável e biológica, sendo este estudo orientado aos utilizadores dos seus restaurantes. Como forma de obtenção de dados foi elaborado e distribuído um questionário, tendo-se obtido um total de 614 questionários válidos, dos quais 202 pertenciam a clientes da Go Natural. A amostra foi segmentada através do método não hierárquico K-means, tendo por base variáveis comportamentais. Foi-nos possível determinar o perfil do consumidor Go Natural e verificámos que a maioria dos clientes estão preocupados com a alimentação, prezam a qualidade e estão dispostos a pagar mais por uma refeição saudável. Concluímos também que a maioria dos potenciais clientes da Go Natural desconheciam a existência da marca, pese embora se ter verificado que, parte destes potenciais clientes, exibia um perfil muito semelhante ao apresentado pelos clientes da Go Natural, pelo que consideramos que as estratégias de marketing da empresa deverão ser ajustadas.
With the evolution of food science, besides being a means of subsistence, eating has become to the consumer a conscious way of regulating their health condition. The food industry currently has a great interest in understanding the key aspects of the consumers’ food choices (Sheperd & Raats, 2006). The present study aims to segment and determine the profile of Go Natural customers while providing a better understanding of the modern consumer and their habits in restaurants. Go Natural is a chain of restaurants and supermarkets specialized in healthy and organic food, and this study will focus on the restaurant’s users. As a way to obtain data a questionnaire was made, from which 614 valid responses were retrieved, 202 being from Go Natural’s customers. The sample was segmented through a non-hierarchical k-means method, with behavioral variables as bases. We were able to define the profile of Go Natural customers and observed that the majority of customers are concerned with their nutrition, they value quality and they are willing to pay more for a healthy meal. We also concluded that most of the Go Natural potential customers were unaware of the existence of the brand even though one of the clusters had a similar profile to that of the customers, whereby we think that the marketing strategies should be redefined.
With the evolution of food science, besides being a means of subsistence, eating has become to the consumer a conscious way of regulating their health condition. The food industry currently has a great interest in understanding the key aspects of the consumers’ food choices (Sheperd & Raats, 2006). The present study aims to segment and determine the profile of Go Natural customers while providing a better understanding of the modern consumer and their habits in restaurants. Go Natural is a chain of restaurants and supermarkets specialized in healthy and organic food, and this study will focus on the restaurant’s users. As a way to obtain data a questionnaire was made, from which 614 valid responses were retrieved, 202 being from Go Natural’s customers. The sample was segmented through a non-hierarchical k-means method, with behavioral variables as bases. We were able to define the profile of Go Natural customers and observed that the majority of customers are concerned with their nutrition, they value quality and they are willing to pay more for a healthy meal. We also concluded that most of the Go Natural potential customers were unaware of the existence of the brand even though one of the clusters had a similar profile to that of the customers, whereby we think that the marketing strategies should be redefined.
Description
Keywords
Alimentação Mercado de comida saudável Go Natural Segmentação de mercado Perfis dos consumidores Food Health and wellness food market Market segmentation Profiling