Determinantes da escolha de produtos light: manteiga tradicional versus manteiga magra

Abstract

The objective of this study is to analyze the consumption determinants of light butter in Portugal, which is a product that contains fat substitutes in its formulation. Specifically uncover the motives behind its consumption and non-consumption, based on socio demographic and behavior variables. This study is divided in two stages, in the first one a bibliographical research centered on the motives underlying food consumption and fat substitutes in light food was conducted. Afterwards a questionnaire was handled to a population of 249, whose results were subsequently analyzed with the aim of answering the questions to which this work is proposed. The most important conclusions were; about 25% of the population never tried any kind of light butter, sex and age doesn’t influence the consumption but the frequency of it, females tend to consume light butter more often, as well as, persons with at least one child. The most important factors perceived by the population regarding light butter are the well-being and health, and the heavy reasons why people don’t consume it more often is the flavor and the wrong notion of a higher price