Journal of Food and Nutrition Research
ISSN (Print): 2333-1119 ISSN (Online): 2333-1240 Website: Editor-in-chief: Prabhat Kumar Mandal
Open Access
Journal Browser
Journal of Food and Nutrition Research. 2016, 4(1), 51-59
DOI: 10.12691/jfnr-4-1-9
Open AccessArticle

The Evaluation of Consumer Behavior Influence on the Buying Process of Dairy Products in Minas Gerais State, Brazil

Vinícius Rodrigues Arruda Pinto1, , Laura Fernandes Melo1, Douglas Fernando Balbino1, Juliana Farias de Novaes2, Maria Claudia Negrete3 and Thiago Duarte de Sousa4

1Departamento de Tecnologia de Alimentos, Universidade Federal de Viçosa, Viçosa, Minas Gerais, Brazil

2Departamento de Nutrição e Saúde, Universidade Federal de Viçosa, Viçosa, Minas Gerais, Brazil

3Departamento de Ingeniería de Alimentos, Universidad de Córdoba, Córdoba, Colombia

4Departamento de Ciência da Computação, Universidade Federal de Viçosa, Minas Gerais, Brazil

Pub. Date: January 25, 2016

Cite this paper:
Vinícius Rodrigues Arruda Pinto, Laura Fernandes Melo, Douglas Fernando Balbino, Juliana Farias de Novaes, Maria Claudia Negrete and Thiago Duarte de Sousa. The Evaluation of Consumer Behavior Influence on the Buying Process of Dairy Products in Minas Gerais State, Brazil. Journal of Food and Nutrition Research. 2016; 4(1):51-59. doi: 10.12691/jfnr-4-1-9


Data on the consumption and buying behavior of milk and dairy products, collected in Viçosa, State of Minas Gerais, Brazil was used to predict the consumption profile of such products in an effort to better understand the dairy market. This study set out to identify the preferences of consumers of dairy products as well as the most appropriate marketing strategies for increasing the competitiveness of small and medium-sized dairy industries. Three hundred people responded to a structured questionnaire applied in interview form. Most of the consumers (73%, specifically) would pay for a better quality, functional product, of which 58.48% attributed their answers to health concerns. "Low fat" and "cholesterol-free" were pointed out by 50% of the interviewed consumers as essential features of healthy products. Overall, most of these potential consumers buy milk (95%), yogurt (86.3%), and mozzarella (82.6%). On the other hand, moldy fine cheese was the least purchased dairy product (93%). Recommendations of doctors and nutritionists played a fundamental role in the buying intention of 70% of the consumers. Furthermore, tasting the product at the store and suggestions from friends were reported by 54.7% and 47.7% of the potential consumers, respectively, to stimulate the purchase and consumption of new dairy products. Correspondence analysis was performed to verify the relationship between the favorite purchase locations and the studied dairy products. In addition, a Pearson correlation analysis (p<0.05) was applied to the reasons for buying intention and to the gender of the panelists, highlighting low to moderate correlations (r =-0.53) for men and women.

dairy products consumer buying behavior consumer behavior healthy products

Creative CommonsThis work is licensed under a Creative Commons Attribution 4.0 International License. To view a copy of this license, visit


[1]  Sindilat. “Milk consumption among Brazilians”. [Online]. Available at: [Acessed August 30, 2014].
[2]  Brazil, Ministry of Healthy. “The Ministry of Agriculture wish to enhance the milk consumption”. [Online]. Available at: [Accessed August 30, 2014].
[3]  Reis, G.L., Alves, A.A., Lana, A.M.Q., Coelho, S.G., Souza, M. R. de, Cerqueira, M.M.O.P., Penna, C. F. de A. M., and Mendes, E.D.M., “Procedures of individual raw milk sampling and their influence on physico-chemical composition and somatic cell count,” Ciência Rural, 37 (4). 1134-1138. 2007.
[4]  Hoppert, K., Mai, R., Zahn, S., Schwarz, P.E.H., Hoffmann, S., and Rohm, H., “Is there a fit in cognitive and sensory evaluation of yogurt? The moderating role of nutrition training,” Food Quality and Preference, 31. 65-68. 2014.
[5]  Varela, P., Ares, G., Gimenez, A., and Gambaro, A., “Influence of brand information on consumers' expectations and liking of powdered drinks in central location tests,” Food Quality and Preference, 21. 873-880. 2010.
[6]  Lalor, F., Madden, C., McKenzie, K., and Wall, P.G., “Health claims on foodstuffs: A focus group study of consumer attitudes,” Journal of Functional Foods, 3. 56-59. 2011.
[7]  Miklavec, K., Pravst, I., Grunert, K.G., Klopcˇicˇ, M., Pohar, J., “The influence of health claims and nutritional composition on consumers’ yoghurt preferences,” Food Quality and Preference, 43. 26-33. 2015.
[8]  Urala, U., and Lähteenmäki, L., “Attitudes behind consumers’ willingness to usefunctional foods,” Food Quality and Preference, 15. 793-803. 2004.
[9]  Drichoutis, A.C., Panagiotis, L., Nayga, R. M., and Kapsokefalou, C., “A theoretical and empirical investigation of nutritional label use,” The European Journal of Health Economics, 9 (3). 293-304. 2008.
[10]  Ares, G., Giménez, A., and Gámbaro, A., “Consumer Perceived Healthiness and Willingness to Try Functional Milk Desserts. Influence of Ingredient, Ingredient Name and Health Claim,” Food Quality and Preference, 20 (1). 50-56. 2009.
[11]  Brazil, Ministry of Healthy. The National Agency of Health Surveillance. RDC Resolution nº 466, of December 12, 2012.Provides guidelines and regulatory standards for research involving humans. [Online]. Available at: [Accessed August 30, 2014].
[12]  Minim, V.P.R., Sensory Analysis - Studies with Consumers, Editora UFV, Viçosa, 332 p., 2013.
[13]  Pinto, C.L., Cheese Fine: Symbolic Aspects And Identity, Universidade Federal de Lavras, Lavras, Brasil, Master’s Dissertation, 134 p., 2013.
[14]  Borba, K.K.S., Development and Characterization of Creamy Ricotta Cheese Whey Made with Rennet Goat and Bovine, Universidade Federal da Paraíba, João Pessoa, Brasil, Master’s Dissertation, 91 p., 2013.
[15]  Nonnenmacher, J. A. de Q., Strategies, Costs and Price Formation at a Fine Cheeses Company: The Confer Alimentos Case, Universidade Federal do Rio Grande do Sul, Porto Alegre, Brasil, 68 p., 2009.
[16]  Chalita, M.A.N., “Cheese consumption as a reference for product quality market analysis,” Brazilian Journal of Rural Economy and Sociology, 50 (3). 545-562. 2012.
[17]  Euromonitor International. “Additives and Ingredients”. [Online]. Available at: [Accessed August 31, 2014].
[18]  Datamonitor, “TrendSights”. [Online]. Available at: [Accessed August 31, 2015].
[19]  National Institute of Metrology, Quality and Technology (Inmetro). 2002. “Normative Instruction nº 51, of September 18, 2002”. [Online]. Available at: [Accessed August 31, 2015].
[20]  Fonseca, J.C.L. da, Marchi, M.R.R. and Fonseca, J.C.L. da, “Chemical substances harmful to health and the environment”, International Programme on Chemical Safety, São Paulo: Academic Culture. 2000.
[21]  Galindo, F., and Portilho, F., “Food consumption risks: practices, locus and perspectives about home and the street”, Contested markets - The new frontiers of morality, ethics, religion and law. Pontifícia Universidade Católica do Rio de Janeiro. 2014.
[22]  Brazilian Institute of Geography and Statistics (IBGE). “Viçosa’s Population”. [Online]. Available at: [Accessed May 10, 2015].
[23]  Sebrae. “Five Foodservice Trends”. [Online]. Available at: [Accessed May 10, 2015].
[24]  Röhr, A., Lüddecke, K., Drusch, S., Müller, M.J., and Alvensleben, R.v., “Food Quality and Safety-Consumer Perception and Public Health Concern,” Food Control, 16 (8). 649-655. 2005.
[25]  Tempesta, T., and Vecchiato, D., “An Analysis of the Territorial Factors Affecting Milk Purchase in Italy,” Food Quality and Preference, 27 (1). 35-43. 2013.
[26]  Brasil Food Trends 2020. 2010. “Food Trends”. [Online]. Available at: [Accessed May 10, 2015].
[27]  Arslanagić, M., Peštekb, A., and Kadić-Maglajlić, S., “Perceptions of Healthy Food Packaging Information: Do Men and Women Perceive Differently?” Procedia - Social and Behavioral Sciences, 109. 78–82. 2014.
[28]  Silva, M.E., and Slongo, L.A., “The relationship marketing strategy towards the sustainable consumption: a retail study,” Amazon, Organizations and Sustainability, 3 (2). 153-173. 2014.
[29]  Garland, R., Consumer Brands Seeking Innovation Reach Out to Emerging Companies, The Private Equity Analyst. 2014.
[30]  Johnson, M.E., Kapoor, R., McMahon, D.J., McCoy, D.R., Narasimmon, R.J., “Sodium and fat levels in natural and processed cheeses: scientific and technological aspects”, Comprehensive Reviews in Food Science and Food Safety, 8. 252- 267. 2009.
[31]  Sattar, M.U., Sameen, U., Huma, N., Shahid, M., “Exploit Fat Mimetic Potential of Different Hydrocolloids in Low Fat Mozzarella Cheese”, Journal of Food and Nutrition Research, 3 (8). 518-525. 2015.
[32]  Koca, N., Metin, M., “Textural, melting and sensory properties of low fat fresh kashar cheeses produced by using fat replacers”, International Dairy Journal, 14. 365-373. 2004.
[33]  Lee, H-J., Yun, Z-S., “Consumers’ Perceptions of Organic Food Attributes and Cognitive and Affective Attitudes as Determinants of Their Purchase Intentions Toward Organic Food,” Food Quality and Preference, 39. 259-267. 2015.
[34]  Vukimirovic, M., “The Effects of Food Advertising on Food-related Behaviours and Perceptions in Adults: A Review,” Food Research International, 75. 13-19. 2015.
[35]  Bargh, J.A., and Morsella, E., “The Unconscious Mind,” Perspectives on Psychological Science, 3 (1). 73-79. 2008.
[36]  Cohen, D.A., and Babey, S.H., “Contextual Influences on Eating Behaviours: Heuristic Processing and Dietary Choices,” Obesity Reviews, 13 (9). 766-779. 2012.
[37]  Cortimiglia, M.N., Ghezzi, A., and Renga, F., “Social Applications: Revenue Models, Delivery Channels, and Critical Success Factors - An Exploratory Study and Evidence from the Spanish-Speaking Market,” Journal of Theoretical and Applied Electronic Commerce Research, 6 (2). 108-122. 2012.
[38]  Acquisti, A., and Gross, R., “Imagined Communities: Awareness, Information Sharing, and Privacy on the Facebook,” Lecture Notes in Computer Science Band, 42 (58). 36-58. 2006.
[39]  Ovaska, S., and Leino, J., A Survey on Web 2.0, University of Tampere, Tampere, Department of Computer Sciences, Series of Publications D – Net Publications, 78 p., 2008.
[40]  Czermainski, A.B.C., Correspondence Analysis (Seminary), Universidade de São Paulo, São Paulo, Brasil, 2004.
[41]  Argo, J.J., and Kelley, M., “Stigma by Association in Coupon Redemption: Looking Cheap Because of Others,” Journal of Consumer Research, 35 (4). 559-72. 2008.
[42]  Bearden, W.O., and Etzel, M.J., “Reference Group Influence on Product and Brand,” Journal of Consumer Research, 9. 183-94. 1982.
[43]  Argo, J.J., Dahl, D.W., and Manchanda, R.V., “The Influence of a Mere Social Presence in a Retail Context,” Journal of Consumer Research, 32 (2). 207-12. 2005.
[44]  Weber, J.C., and Lamb, D.R., Statistics and Research in Physical Education, CV Mosby Co, St. Louis, 59-64, 222 p., 1970.
[45]  Spirduso, W.W., Physical Dimensions of Aging, Manole, 77 p., 2005.