Year-end Sale % OFF 
Abstract
This article is based on the buyer’s general behavior with the objective of identifying the consumption characteristics of minimally processed vegetables. A descriptive approach was used to understand how buyers make their decisions on the day-to-day, with a non-probabilistic sample of 328 questionnaires employed at the largest circulation areas of the seven administrative regions of Campo Grande (MS), Brazil. The data was analyzed using parametric and nonparametric statistical techniques in order to understand the perceptions and demands of buyers during the decision-making process of purchasing vegetables. The key results show strong evidence of the consumption of vegetables, especially from elder buyers (66.7% every day). The vegetables are selected using the perception of appearance and price, while buyers indicate that the product brand is less relevant. It stood out that the higher the consumption, the greater consumer awareness about the quality, certification and food safety requirements of vegetables. It was demonstrated that buyers demand a greater product quality and food safety, and are willing to pay more for it; however, they report that they do not read labels or product information. The managerial implications present empirical information relevant to vegetable sellers and the inclusion of marketing strategies. Key words: Vegetable consumption, certification of vegetables, consumer behavior, origin of vegetables.
Highlights
A food product when launched in the market, even if involuntarily, undergoes consumer analysis before being acquired
A descriptive approach was used to understand how buyers make their decisions on the day-to-day, with a non-probabilistic sample of 328 questionnaires employed at the largest circulation areas of the seven administrative regions of Campo Grande (MS), Brazil
It was demonstrated that buyers demand a greater product quality and food safety, and are willing to pay more for it; they report that they do not read labels or product information
Summary
A food product when launched in the market, even if involuntarily, undergoes consumer analysis before being acquired. The criteria used vary, but generally the healthy characteristics of the product are considered, which in addition to its appearance are reinforced by information labels, origin and processing. The consumer behavior during the purchase is complex and interactive. The purchase of a product is influenced by the perception of its use and its value (Ferreira et al, 2010). The production chain of minimally processed vegetables is characterized by the strong influence from the final consumer, once the details of the products’ appearances constitute significant facts for the purchase to be completed. As with other segments of agribusiness, the desire and requests of buyers must always be considered. According to data from a survey by Silveira et al (2011), the annual vegetable consumption per person in Brazil in 2002 was 29 kg, decreasing to 27 kg
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