CONSUMER ATTITUDES WITH RESPECT TO THE BUYING OF HORTICULTURAL PRODUCTS IN SUPERMARKETS AND OPEN MARKETS IN THE CITY OF CAMPINAS - SP

Abstract

The attitude of consumers with respect to the buying of horticultural products in supermarkets and open markets in the city of Campinas, was analysed. Qualitative research was used to produce a Likert scale containing 60 items with opinions about prices, quality and other aspects. Fifty-one consumers were interviewed in the supermarkets and fifty in the open markets. Those interviewed were requested to evaluate how much they agreed or disagreed with each item, using a seven point scale. The analysis was based on a calculation of averages, standard deviation, Pearson's coefficient of correlation, the t-test (p £ 0.05) and the frequency. The results indicated that the consumers in open markets preferred to buy horticultural products for the following reasons: appearance, freshness, variety and wholesomeness of the horticultural products and the tranquillity and speed of attendance by the sales personnel and speed of buying. The consumers in supermarkets opted for these markets on account of the following items: location, parking facilities, price, and clean appearance of products sales facilities, personal security, speed of buying and the variety of other products on sale in addition to the horticultural products.