Focus group na avaliação da percepção do consumidor sobre queijo Minas artesanal

Abstract

Artisanal cheeses stand out because of their importance in the national market, since it moves the economy of the country. The process of manufacturing artisanal Minas cheese (QMA) consists of manual production, on a small scale, according to historical and cultural standards. Considering the need to know the consumer's perception regarding food products, this research aimed to evaluate the perception and investigate the factors considered relevant to the consumer purchase intention related to the artisanal Minas cheese and Minas Padrão cheese by means of focus group and sensory test of order preference. Three different focus groups (group 1: nine participants, group 2: ten participants, group 3: eight participants) were recruited by appointment and questionnaire. In order to obtain the socio-demographic and behavioral data of the research participants, a structured interview was used, prioritizing the homogeneity within the groups, to favor the discussion. In order to characterize the cheeses, microbiological analyzes (coliforms at 30ºC, Escherichia coli, Staphylococcus aureus and total mesophiles) and physical-chemical analyzes were performed, based on the evaluation of lipid content, pH, moisture, ash, extension of proteolysis and depth of proteolysis. A separate group with 67 untrained tasters participated in the sensory preference test for ordination, where three brands of artisanal cheeses and one of industrial cheese were evaluated. From the results obtained from the focus groups, it was observed that the interviewees are unaware of the current historical and cultural value attributed to the QMA, since they price the cheeses with values considered inferior, underestimating them and matching them to the other cheeses sold in supermarkets and free markets. The cheese samples were microbiologically compliant with current legislation and therefore suitable for use for human consumption. It was also verified that the physical-chemical parameters were in agreement with the one recommended by the legislation. It was identified by the preference test that the Minas Padrão cheese is preferred, as well as a distinction as to the preference between the cheese samples. It is important to emphasize that the population under study is, for the most part, the Northern region of Minas Gerais. It was verified that the participants do not have knowledge about the cheeses Minas artisanal produced in the state, recognized and commercialized legally. The data obtained through the focus group were, in part, complemented by the preference-ordering test, indicating that exploratory research combined with traditional sensory tests may help in the understanding of the behavior of potential users of QMA. The brand, price, place of purchase, information on the place where the cheese was produced and the ripening time also influence the process of choosing the product. There was a need for more concise information on the QMA for a better understanding of the message by the consumer. The development of strategies to improve the product, aiming at the packaging, labeling and dissemination of the QMA, will contribute to its appreciation in the local, regional and / or national market. In addition, the focus group contributed positively to building theoretical foundations and investigating consumer opinions and beliefs.