Resumo

ACEVEDO-ROJAS, N. Isabel; DAVALOS-FLORES, J. Luis  e  TORRES-TORRES, Felipe. Importance of certified quality of bovine milk for consumer of the metropolitan area of Mexico City. Agrociencia [online]. 2015, vol.49, n.1, pp.101-112. ISSN 2521-9766.

The certification by third parties, increments competitiveness by giving confidence to the consumer of goods and services. In México there are no reported studies of certified dairy products, thus the objective of the present study was to analyze the perception and general knowledge of the final consumer of milk of the certified quality seals, such as ISO (International Standardization Organization), Kösher, organic product and Mexican norms. Surveys were applied, through sequential non-probabilistic sampling, to 502 milk consumers of the metropolitan zone of México City. The consumers surveyed mentioned flavor as principal definition of quality (49 %), and only 2 % mentioned certification as an attribute of quality, mostly recognizing the Kösher seal and that of organic product. 34 % said that they knew nothing about the topic of certification seals and 17 % identified a type of seal. 27 % knew them by the labels at the moment of purchase. 78 % is willing to pay the premium for products guaranteed by a seal, but the product should have standardized quality and better characteristics than others. 73 % of consumers would like to know more about the topic to better exercise their rights as consumers. There was positive correlation (p≤0.001) between the variables educational level and income of the consumer, with knowledge of quality seals and willingness to pay a premium for certified dairy products (0.37, 0.21, 0.17, and 0.14, respectively). The coefficients of correlation are low, thus they suggest that these variables do not determine the conduct of the consumer with respect to certified products. In conclusion, the Mexican consumer does not decide on the purchase of milk based on certification seals and the Mexican market is unfamiliar with the topic, but it wants to know more about it, and is even willing to pay premium for products of better quality.

Palavras-chave : Certification; seal; quality; milk; consumer.

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