Resumo

CERVANTES ESCOTO, Fernando; PATINO DELGADO, América L.; CESIN VARGAS, Alfredo  e  GONZALEZ SANTIAGO, M. Virginia. Innovating market research of artisanal cheese. Symbolic value of poro cheese. Estud. soc [online]. 2017, vol.27, n.49, pp.67-91. ISSN 0188-4557.

The objective of this research was to propose an innovative way to analyze the segment of consumers for "poro" cheese (from the state of Tabasco, Mexico), based on the symbolic value analysis, in order to design a marketing strategy founded on the social representations evoked by the consumers. Methodology: A lexicometric analysis was conducted in which the main representations were detected. Afterwards, an exercise of association between the degree of evaluated knowledge and the attitudes and practices of the consumers was performed using a K.A.P. analysis (Knowledge, Attitudes, Practices). Results: it was found that the main social representations associated to the symbolic value to the "poro" cheese were: the sensorial perception and elements linked to the identity of the consumers, such as the culture. Limitations: Furthermore, it was discovered that the knowledge was not a determining factor of the attitudes and practices. Conclusions: that to design a marketing plan, it is suggested to center the strategy in the good perception and sensorial acceptation of the consumers for the cheese. As well as other elements linked to the identity, such as territory of origin and the culture.

Palavras-chave : Contemporary food; market innovation; social representations; KAP Method; traditional foods; genuine cheese.

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