O comportamento do consumidor de arroz em relação a variação dos preços: um estudo de caso

Abstract

The type off rice Oryza sativa L. is the second most cultivated cereal in the world. Asia is responsible for about 90% of the world's rice production; on the American continent, Brazil stands out as the largest producer, being one of the ten largest rice producers in the world (COELHO, 2021). The present work analyzes the behavior of the rice consumer in a scenario of rising prices for this, students of UNIPAMPA - campus ItaquiRS were chosen as an empirical basis, as this kind of group is considered to be composed of consumers with a higher level of information. It starts from the understanding that the rise in prices interferes in the consumer's decision process, not necessarily impacting the quantities consumed, but the type of rice to be consumed, which have different levels of price and "quality" in the consumer's perception. The research was carried out in May and July 2022, through bibliographic review and collection of information from the target audience, complemented with interviews with key informants. Thus, it can be concluded that even with the rise in rice prices, the target audience continued to consume rice in the same quantity and variety, just few changed the option.