The behavior of bakery consumers... 3
Organizações Rurais & Agroindustriais, Lavras, v. 18, n. 1, p. 1-12, 2016
perception of the discomfort of physical and/or psycho-
logical nature, which becomes impulses. The external
stimuli are impulses caused by external agents, revealing
a need that was not previously perceived. These authors
also describe that external stimuli are usually caused by
market actors such as advertisements, advertising or inu-
ential groups that are found along with the individual such
as neighbors, co-workers or family members. For baked
goods containing conventional, organic and / or genetically
modied components, Aerni (2011) shows the inuence of
the public opinion, media and social groups in the buying
process and consumer willingness to pay.
Giraldi and Tagnin (2013), and Alves, La Falce
and De Muylder (2013) well describe the importance of
these stimuli, which is the trigger for all other stages in
the on-screen model for the purchase decision process.
The second stage is known as for information
search. In this stage, the consumer can perform searches on
his memory (internal search) or external sources of infor-
mation (external search). The internal search occurs when
consumers demand information on their prior knowledge
about products, services, companies, brands or businesses
acquired over time, including the buying and consumption
past experience. The external search is characterized by
information found from the search carried out in various
sources such as radio, newspapers, magazines, television,
Internet, billboards, and many others. In addition, sources
for the external search also consists of relatives, friends,
co-workers, experts and other opinion-forming groups
able to inuence consumers decisions (BLACKWELL;
MINIARD; ENGEL, 2013).
The third step in the buying decision process is
called evaluation of alternatives. Souki et al. (2010), Kalil
and Gonçalves Filho (2012), Lobler, Kings and Bolzan
(2014) state that this stage attracts attention of researchers
to develop their work on the purchase decision process.
However, Blackwell, Miniard and Engel (2013) point out
that the value and past experiences inuence the choice
of consumers. Therefore, evaluations obtained from the
memory or new reviews, based on information obtained by
means of internal or external search, help in the consumers
Regarding the competition strategy at the baked
goods market, Tavares and Castro (2013) highlight the im-
portant of the perception of buyers about a given product,
for example about its price, quality and services provided.
At this stage, images and mental associations are
used by consumers to affect the choice process of prod-
ucts, whereas the quality and value are crucial in their
purchasing options (RECHE et al., 2013). Grasseli and
Souki (2007) recognized the existence of diverse per-
spectives, under which the subject image can be treated.
However, they were based on the denition of image that
refers to associations occurring in the human mind when
thinking about a certain word or specic topics. Brito et
al. (2011); Silva, Merlo and Nagano (2012); Milan et al.
(2013); Reche et al. (2013); Miranda et al. (2014) and
Zhang et al. (2015) well approached about this perspec-
tive of image. Thus, it found that, as the image consists of
personal references and these references differ from person
to person, an individual who has lived an experience or
received a given information about a subject; he can have
an image different of that a person who has lived other
experiences and accessed distinct information has.
In the stage of purchase, among other related
decisions, consumers decide what, when and where to
buy, as well as how to pay for it (Blackwell, Miniard and
Engel, 2013). Other aspect related to this stage is to eval-
uate whether there was a total planning before making a
purchase, a partial or no planning, ie, if the purchase was
made on impulse on not. Torres and Penagos (2013), also
used the model outlined in Blackwell, Miniard and Engel
to emphasize the aspects related to this stage, seeking to
characterize buyers found in supermarkets and hypermar-
kets of Colombia.
In the consumption stage, marketing professionals
and companies look for the understanding of behavior
objectives, nal consumer and envision future growth op-
portunities about the location and form by mean of which a
given product was obtained, as well as the quantity that was
consumed (BLACKWELL; MINIARD; ENGEL, 2013).
In the post-purchase evaluation stage, the con-
sumer denes when, where and how will consume a given
product, as well as the relating quantity. At this stage, the
consumer experiences a feeling of satisfaction or dissatis-
faction, as it precedes the consumption and experimenta-
tion of the product or service purchased (BLACKWELL;
MINIARD; ENGEL, 2013). After consumption, the person
evaluates the product or service purchased. This step of the
buying process has already been investigated (Henderson
and Lyons, 2013); Basso et al., 2013).
Disposal is the seventh and nal stage of the buying
decision process. Opinions of consumers about this stage
differ one another, and include the total or partial disposal,
recycling and further resale. For some types of products,
parts of products such as packages, guides and manuals
can be discarded at the expense of the product as a whole
(BLACKWELL; MINIARD; ENGEL, 2013).