Consumer profile and consumption and buying habits of gourmet products in Bragança, Portugal

Abstract

This study aims to identify the consumer profile of gourmet products and describe their purchase and consumption habits. For this, a study was developed based on an accidental sample composed of 300 individuals. The gourmetproducts consumed were of national origin, Trás-os-Montes region, certified and producers brand. Of the 110 respondents who consumed gourmet products, most of them did it 1 to 4 times a week. The most consumed gourmet products were olive oil, sausages, wine and cheeses. The most valued characteristics were flavor and aroma. Flavor reliability and unique characteristics were identified as differentiating attributes of gourmet products. The purchase was made by the woman or the couple who selected the place of purchase and the products based on the price. Consumers were looking for gourmet products with practical packaging, advertised on television and the Internet and promoted using tasting. It was possible to conclude that the consumer of gourmet products was more sophisticated than the others. In fact, they were willing to pay up to 50% more for gourmet products, which reveals the growth potential of the gourmet market.