Had to this, the consumers feel themselves distrustful with regard to the quality of the honey, looking for to adopt some criterion to evidence the product quality. How much to the adopted criteria most common in the purchase of the honey, 52.5% of the interviewed ones observe ‘ first; ‘ aspecto’ ‘ of the honey how much the appearance, color and density of the product, 28.9% give to importance to the mark or origin of the product, and 11.3% take in consideration the price (Figure 1). Had to the fear to buy adulterated honey, the consumers finish trying to identify the pure honey using empirical and popular criteria. How much to the mark or origin, as a reference for the purchase, the interviewed ones cited the confidence in definitive marks for the fact of knowing it has more time or for having been indicated for some known. Valley to detach that the interviewed ones did not cite the reference based on a stamp of product quality.

In the lack of a stamp that proves the product quality, the consumers finish trying to identify the quality through other criteria. Another important factor is that the packing was very little cited as a criterion for the purchase of honey (4.1%), what sample that the packing does not represent differentiation factor, that is, few interviewed choose the honey that go to buy for the packing. This data can signal the necessity of if working better the packing of the honey, valuing it and making with that it is a factor of differentiation in the choice of to be bought honey. Figura1: criterion for purchase of Honey ESTABLISHMENTS PLASTIC GLASSES COMPACT DISC SJ ZB COMPACT DISC SJ ZB Pharmacies 91.7% 78.8% 84,7 8.3% 21.2% 15.5% not permanent Fairs 100% * * – * * permanent Fair 100% 100% 20% – – 80% Supermarket – * * 100% * * Small markets 100% 66.7% 100% – 33.3% – TABLE 4? Characteristics of the products in relation to the type of material of the packings in the different commercial establishments in Manaus.

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