Chocolate fino, uma delícia que caiu no gosto do consumidor de Brasília: um estudo de marketing

Abstract

Out of cocoa beans, the main product of the raw material of chocolate, cocoa and butter are extracted. These ingredients originates the pure chocolate. When we add sugar, milk, vanilla, fruit and other elements, we have different types of this delicacy, including fine chocolates. The chocolate is consumed worldwide and has a large consumption scale in Brazil, according to the Brazilian Association of Chocolate, Cocoa, Peanut, Candy and Derivatives (ABICAB), not only because of the benefits, but also for its variety of flavors and quality. One of the products that has grown exponentially in Brazil, according to data from ABICAB, is the gourmet chocolate market, which is the object of research of the present work. This monograph consists of understanding the motivational factors of consumption of fine chocolates in Brasilia - DF, and the relationship between brand and marketing. To reach this understanding, a field survey was carried out with customers who consume this delicacy. Data were collected through structured questionnaires that constitute a form of quantitative research (Richardson, 1989). From hypotheses saised, some preponderant points that influence the customer's choice were: brand awareness, product quality, store quality and value-added to the merchandise, factors that have the direct or indirect marketing interference.