CONSUMPTION MOTIVATIONS, SEARCHED BENEFITS AND DEGREE OF SATISFACTION OF FUNCTIONAL DAIRY CONSUMERS

Abstract

This research aimed to identify the main motivational consumption factors, searched benefits and degree of satisfaction of functional dairy consumers. A internet survey was conducted with 423 consumers. The sample was characterized as mainly females respondents (57,9%); aged among 25 and 44 years old (68,6%), having a family income between 3 and 10 national minimum wage (48%) either graduate (29,8%) or postgraduate (70,2%). The main results achieved from this study indicate that the main motivational consumption factors is related to "keep healthy living habits" and the most valued functional benefit is to help intestin motility - as a consequence of fiber intake. Lastly, it was found that 54,9% of the consumers felt "satisfied and very satisfied" with the perceived functional benefits related with the consumption of this product category.