Analysis of attributes that qualify consumer preference of food products in relation to the brand

Abstract

Faced with the challenges of standing out in a highly competitive market, it is worth highlighting the analysis of brand preference as a crucial topic for companies in the retail sector to achieve an essential purpose: building consumer loyalty. In this context, focusing on brand management, the present study has the following research problem: which attributes qualify consumer preference in the food retail sector in relation to customer loyalty towards brands? and the general objective is to identify the attributes that underlie consumer preference for food products in relation to the brand. For this study, the methodology used has a qualitative, descriptive and bibliographical approach, using a structured questionnaire to collect descriptive data from a non-probabilistic sample representative of the general population. The main results revealed that, for the sample’s respondents, the most highlighted intrinsic attribute is flavor, on the other hand, with regard to extrinsic attributes, supply and price emerge as the most significant. Furthermore, this study contributes to the understanding of the factors that shape consumer preferences in the food retail sector, which suggests a more in-depth approach to the cultural, social and psychological dynamics that shape consumer preferences, exploring emerging trends in the human behavior - mainly from digital advertising and social media.