INFLUENCE OF BRAND AND THE PACKAGING OF CREAM CHEESE IN CONSUMER BEHAVIOR

Abstract

It was first carried out a survey of small and medium companies (dairy) located in the southern region of Minas Gerais which produce creamy. Then the creamy curd, produced by these companies and that are available in the market of the town Lavras - MG (5 brands: A, B, C, D and E) were acquired, which were subjects of study in this research. Following the acquisition of products, we performed a test with 62 consumers of creamy. The test was divided into 3 (three) sections: the 1st section, consumers evaluated the coded sample without information about the brand and product packaging (blind test ); in the 2nd section, the consumers evaluated only the product packaging and finally in the 3rd section, consumers evaluated the samples, along with their packaging. We conducted a t test to analyze the results, verifying a significant difference (p? 0.06) for samples B, C, D and E when judged in the blind test and the test with information, and the acceptance, when informed the brand and the packaging, was lower in all four samples. This shows a negative influence of brands and packages to the consumer in this study.