The behavior of bakery consumers


  • Gustavo Quiroga Souki Centro Universitário UNA
  • Viviane Costa Reis Centro Universitário UNA
  • Luiz Rodrigo Cunha Moura Centro Universitário UNA


The purpose of this study was to understand the behavior of bakery consumers as well as their purchase decision process. A survey
was carried out in two stages. The first was a qualitative approach, based in interview involving 10 proprietors and/or managers
of bakeries and 10 consumers based in Belo Horizonte, State of Minas Gerais, Brazil. The second stage consisted of a quantitative
and descriptive characterization. A survey was also performed involving 465 bakery consumers. Results show that consumers
attend bakeries mostly to buy perishable food or food for immediate consumption. Besides, the consumers demonstrated positive
mental associations about bread, bakeries and baked products, including those produced by other companies than bakeries. In
addition, consumers are not willing to pay more for baked products than for products from other industries, although they have been
showing preference for baked products. This preference was based on the following parameters: a) minimum or basic attributes; b)
differentiating attributes for the general public and; c) differentiating attributes for specific publics. Therefore, the work includes
various management and academic implications.

Biografia do Autor

Gustavo Quiroga Souki, Centro Universitário UNA

Gustavo Quiroga Souki is Professor of Marketing and Strategy in the Masters Program in Business Administration of Centro Universitário Una in Belo Horizonte, Brazil. He holds a PhD in Business Administration from the Federal University of Lavras, Brazil. He has published over 40 articles in academic journals and made numerous presentations at conferences. He is Director of Souki - Research, Strategy and Marketing, where he conducts research and consulting for public and private organizations.

Viviane Costa Reis, Centro Universitário UNA

Graduated in Administration and specialist in Financial Management at PUC Minas, student of master degree at Centro Universitário UNA.

Luiz Rodrigo Cunha Moura, Centro Universitário UNA

Graduation in Computing at Universidade Federal de Viçosa (1992), specialist in Information Technology and Business Management at PUC Minas (1996), master degree and doctorate in Administration at Universidade Federal de Minas Gerais (1999 and 2010). He has worked for 17 years in Prodabel like systems analyst and technical and projects team manager. Nowadays he has been a professor of graduation and master degree at Centro Universitário UNA. He has experience in Administration area, emphasizing in Marketing, acting mainly in the following subjects: consumer behavior, service marketing and strategic planning.




Como Citar

SOUKI, G. Q.; REIS, V. C.; MOURA, L. R. C. The behavior of bakery consumers. Organizações Rurais & Agroindustriais, [S. l.], v. 18, n. 1, 2016. Disponível em: Acesso em: 1 jul. 2022.