Trends of seafood consumption in Porto Alegre city: a study through correspondence analysis

Abstract

The interested parties in investing in the production and commercialization of seafood products must pay attention to the aspirations of its public target. Market research can elucidate several doubts of the entrepreneurs and give assistance in the definition of strategies for implementation of commercialization and marketing plans. Knowing the basic aspects of the consumer thoughts in relation to the seafood products, the entrepreneur will be able to deepen its research, registering, for example, the reaction of the consumers ahead of new seafood products presented in the gondolas or freezers of the supermarkets, observing which products are acquired more frequently and which reasons for this. Beyond this need, a research was initiated to know the potential of the seafood consumer and seafood products in the city of Porto Alegre (RS). A closed questionnaire was used to determine the preferences of the Porto Alegre consumers with relation to the seafood consumption and the results were analyzed through the technique statistics "Analysis of Correspondence". This analysis allowed verifying the association level between the age range of the population and the zones where they live, as a function of the seafood consumption, the product consumed for zone and age range, and product considered innovative for zone and age range.

Key words: seafood, market study, correspondence analysis.