UMA ANÁLISE DAS PREFERÊNCIAS DE CONSUMO POR ARROZ NA CIDADE DE GOIÂNIA SUBSIDIANDO O POSICIONAMENTO ESTRATÉGICO DO ARROZ PARBOILIZADO

Abstract

Grown and consumed in all continents, rice plays a strategic role both in the socioeconomic and health. About 150 million hectares of rice are grown annually worldwide, with production of 590 million tons, making staple food for more than 2.4 billion people, with growing demand forecast twice that number by 2050. Today in the world, there is growing concern about the nutritional value of foods, which means that industries seek to enrich the products to meet consumers and diversify the market. This bias, the preference for polished parboiled rice consumption is rising, especially among the population that chooses to consume foods with functional properties. The operations of hydrothermal parboiled rice increased provide minerals, vitamins, fiber and substances with similar action to that of fiber such as resistant starch, which is not hydrolyzed in the gastrointestinal tract acts in blood glucose. Based on this information, this project analyzed the behavior compared consumption of parboiled rice in search of providing subsidies for the same position in the market. From the review of the literature on the topic and to broaden the understanding of consumption patterns of parboiled rice in Goiânia (Goiás), held a survey with 549 respondents of both sexes using the rice diet, having been 500 questionnaires considered valid. In addition, to deepen understanding on the subject were held focus groups and interviews. Among the many findings, there was a consumer preference for quality over price, high degree of satisfaction with food, ease of acquisition and acceptance.