Estudo do perfil do consumidor de açúcar mascavo

Abstract

That brown sugar has a higher nutritional composition when compared to crystal and refined sugars and its consumption has increased in recent years, there was a need for a study on the consumer profile of the product. The questionnaire addressed questions about brown sugar regarding the mode and frequency of consumption, purchase, reasons that lead or not to consumption and preference according to color. For data collection, an online questionnaire made available through a link between the months of February and April 2022 was used and the results generated a spreadsheet with the percentages obtained. Of the total number of people, 228, 41.2% of respondents were men and 58.3% were women, with 92.5% from the Southeast region of Brazil. Brown sugar was purchased by 19.7% of the participants. The main form of consumption is in recipes, according to 49.6% of respondents and 26.3% to sweeten the coffee. The reason that leads to consumption for 23.2% of people is that it is a less processed food. The main reason that led them not to consume brown sugar was the price (34.2%). The factors reported when purchasing the product are price (40.8%), validity (25%) and color (24.6%). Regarding the choice of coloring of the available sugars, it was found that the preference was greater in relation to brown sugar with lighter color. It is concluded that the importance of knowing the consumer of the product, so that I can understand direct to their preference.