Consumer behavior and perception of rice flour through sensory methods

The objectives were to identify the perception of Brazilian consumers regarding the consumption of rice flour, as well as to generate information that fosters valorization of the rice production chain. A qualitative research was used, totaling 447 responses, characterizing as a convenience research, was applied via Google docs online form. Steps performed were the sensory analysis of word association, presenting an image of rice flour as a stimulus and application of a closed structured questionnaire containing 18 questions, included questions about consumption and trade of rice flour and sociodemographic information. The volunteers participated by associating four words to the consumption of rice flour, accounting for 782 different words or terms. Eight dimensions were classified with categories related to the words with the greatest impact mentioned during the association. The dimension related to food was the most mentioned by the participants, followed by sensory attributes, curiosities, health, nutritional quality, gluten-free, positive feelings and negative feelings. Of the 18 factors explored by the questionnaire, four of them were identified as responsible for explaining 79.67% of the total common variance of the variables: Health, Attributes, Consumption and Marketing. These four factors are sufficient to develop production and marketing strategies in order to favor the consumption of rice flour. Thus, the methods used were consistent in showing the perception of consumers and potential buyers of rice flour and derived products. There is a strong association with celiac disease and gluten-free diets, suggesting that the consumer market is still mostly restricted to these groups.