Profile and habits of consumers of cachaça in the State of Paraíba

Abstract

The objective in this work was to study the profile and the habits of consumers of cachaça in the state of Paraíba. The study was descriptive and quantitative and has been carried out through the application of 595 structured questionnaires in the four paraiban meso-regions: the Coastal region, Agreste, Borborema and the Sertão. For statistical analysis the Hertley test and Student’s t-test at 5% probability were used. As far as the gender of the interviewed consumers of cachaça was concerned, 84,2% were male and 15,8% were female. It was observed that the daily and weekly consumption was higher among consumers of low scolarity. The consumers with the highest scolarity presented the lowest daily consumption. The preferred locale for acquisition of cachaça  were bars (51,4%) and supermarkets (26,2%). In the meso-region, Agreste, 4,7% of the consumers confirmed acquiring cachaça directly from the producer. Industrial cachaça was indicated as the preferred one by 50,4% of the paraiban consumers, whereas, in the meso-region Agreste, where there is a concentration of artisan cachaça production, 46,3% of the consumers expressed a preference for artisan cachaças, 29,5% for industrial cachaças and 24,2% expressed not being able to distinguish the difference between the two types of cachaça.