O mercado consumidor de leite no município de Bananeiras- PB

Abstract

Improving the quality of the milk product has become fundamental for the development and consolidation of dairy products in Brazil, since dairy farming is one of the most important segments of the agribusiness for our country. The study aims to determine the factors relevant to the milk consumer market in natura of Paraiba brejo region. The research was conducted in the municipality of Bananeiras - PB, which is located in the micro-region in the Brejo of Paraiba, with a population of 21,851 inhabitants, possessing an area of 257.931 km2. Data were obtained through descriptive questionnaire with closed questions, by means of interviews, recording what the consumer expressed, without any interference from the researcher. The questionnaires were applied by a team made up of six properly trained researchers to the application. 175 people were interviewed. Data were tabulated on Excel worksheet of Microsoft package. Note that 63% of the population lives in rural areas and 37% in urban areas, following the pattern of the Paraiba brejo and most of the municipalities located in the interior of Brazil (IBGE, 2013). The survey of the population's income has demonstrated that 45% earn up to 1 minimum wage. Of the 175 people interviewed 130 (74%) were consumers of milk and 45 (26%) did not consume. It is possible to notice that 40% of milk consumers of Bananeiras municipality consume the product without prior treatment. In natura milk, consumers justify their purchase primarily by the availability reason 45%. However, 35% reported that the main reason is the quality of milk. The choice of a fresh milk flavor was reported for 15% of consumers. Thus, it is concluded that the marketing of milk Inatura still prevails in the city of Bananeiras-PB. Much of the milk in natura consumption is due to the reason of availability, quality and taste. It is necessary to raise awareness of consumers about the risks that the consumption of this product can offer.