Published: May 2007
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As a consequence of its history and large area, Brazil is a country of contrasts and cultural differences among people from different geographical regions.
Habits, attitudes, and consumer preferences are variable from region to region. It is not unusual for companies, especially large ones, to develop a product differently for two or more markets to meet the specific consumer requirements of different geographical regions. For example, consumers in the Northeast prefer margarines with strong yellow color while consumers in the Southeast prefer clear yellow-colored margarines. The Northeastern consumers prefer more spices in their food, more brightly colored products, more intense perfumes, etc. Therefore, it is strongly recommended that consumer tests be carried out in the region where the product will be sold. This should be applied to every kind of consumer product including food, beverages, personal care, home care, etc.
de Faria, Eliete Vaz
ITAL-Institute of Food Technology, LAFISE-Physical, Sensory and Statistical Analysis Laboratory, Campinas-SP,
Kohl, Therese M.
Consumer Insights Consultant, Maywood, NJ