Regionality and Consumption : a n analysis of the influence of cultural meanings of regional product on the purchasing decisions of consumers in the region associated with it.

• Grant number: 16/12326-6
• Support Opportunities: Regular Research Grants
• Start date: November 01, 2016
• End date: October 31, 2017
• Field of knowledge: Applied Social Sciences - Administration - Administration of Specific Sectors
• Principal Investigator: Silvio Augusto Minciotti
• Grantee: Silvio Augusto Minciotti
• Host Institution: Pró-Reitoria de Pós-Graduação e Pesquisa. Universidade Municipal de São Caetano do Sul (USCS). São Caetano do Sul , SP, Brazil
• Associated researchers: Joiza Angélica Sampaio de Andrade

Abstract

The relationship between consumption and construction of identity has been the subject of interest of the consumer behavior of the field of study. The act of consuming a certain product may signal a process of self-affirmation, recognition of the values and beliefs and social differentiation. This design aims to study the Cajuína, typical of Piaui product, consumer behavior through a qualitative research. In this sense, the study will have the help of Laddering technique for collecting data from semi-structured interviews. This study focuses on identifying and analyzing the influence of the cultural significance of Cajuína as regional product on the purchasing decisions of consumers of Piauí. Thus, it aims to contribute to the production of knowledge about the food consumer behavior, in particular, products rooted in local cultures, through research on the consumption of Cajuína in the state of Piauí. (AU)