FACTORS INFLUENCING THE PURCHASE OF FISH BY SOCIAL CLASS IN THE MUNICIPALITY OF SANTARÉM-PA

Abstract

ABSTRACT: Fish is an important source of protein in the Amazon and has consumption influenced by cultural, social and economic factors. The study presents the factors that influence the purchase of fish in three markets in the city of Santarém-PA, carried out from November 2013 to October 2014, through interviews with consumers. The collected data were divided by Social Classes and analyzed with descriptive statistics tools. A total of 923 interviews were conducted, making it possible to estimate that 92.4% of the local population and 90.2% of consumers fall into the "D" and "E" Social Classes and 89.6% reside in the Urban Zone. There is a choice of the place of purchase according to the Social Class and consumer origin. The main factors motivating the purchase were: species, opportunity, price and health and among the factors evaluated in the purchase: species, hygiene, price, quality and size. The importance of the factors is differentiated between social classes. The price appears in the third position and was the only factor that gained importance in the direction of the Social Classes of lower purchasing power. The results point to the need to guarantee the supply of fish of low commercial value and public policies aimed at the sustainable use of fishery resources.KEYWORDS: Consumption, Fish, Motivator, Social class.