Attitudes toward food prices

Abstract

Brazil is going through a period with inflationary trend and then prices changes affect consumer behavior. It was aimed with the present study to evaluate the consumers' perceptions regarding food prices, their attitude in seeking the best market prices and their propensity to make use of electronic media information. Thus, it was considered 54 personal interviews carried out with consumers from Dracena, State of Sao Paulo, with the aid of a structured questionnaire. The results show that, even in an inflation environment, consumers' perception about product prices is still high, especially among people over 45 years old. Many consumers search product prices to plan their purchases. Consumers over 45 years old are less likely to use electronic media information.