Expectativas geradas pela marca sobre a aceitabilidade de cerveja: Estudo da interação entre características não sensoriais e o comportamento do consumidor

Abstract

Due the important interaction between food extrinsic factors (brand name, packaging and other informations) and consumer behavior, the objective of this work was to evaluate the influence of brand name on beer samples acceptability. Data analysis was carried out by two techniques: descriptive statistics and paired comparison t test. Eight commercial brands of Pilsen beer were evaluated by 101 consumers in three sessions of acceptance tests: blind test, packaging test and informed test. Descriptive statistics allowed the conclusion that consumer's acceptance varied among the three sensory sessions. Brands B, C and D positively influenced consumer's acceptance, while the other brands had a negative impact on samples sensory acceptance, although in different proportions. Paired comparison t test allowed the conclusion that expectation generated by packaging was negatively disconfirmed for brands B, C and D, which indicates that sensory quality was inferior than expected. For brand H, a positive disconfirmation occurred and consumers liked the beer in a sensory way, although they disliked its packaging. For brand E, other packaging factors increased the acceptance. Brand name of samples A, F and G generated a negative impact on consumer's evaluation. Therefore brand name influenced consumers' response. It emphasizes the fact that extrinsic or non-sensory characteristics of food interferes over consumers' choice and may be, sometimes, more important than sensory characteristics.