Falcão, Roberto Flores2024-03-112024-03-112023MOREIRA, Vitória Ribeiro. A taxonomia do consumidor de carne de frango no município de Goiânia-GO. Goiânia (GO), 2023. 58 f. Dissertação (Mestrado Profissional em Administração) - Centro Universitário Alves Faria, 2023.https://repositorio.unialfa.com.br/handle/123456789/54The research carried out aimed to characterize the consumer of chicken meat in Goiânia (GO). A closed online structured questionnaire was applied, through the Google Forms platform, with 29 questions. In all, 226 people responded, with 187 valid respondents. Most consumers showed a preference for chicken meat, with 58% female and 41% male, and 1% chose not to declare their gender. The predominant age group was 24 to 29 years old, and 45% of the participants were married or divorced. The indicated family income was from two to five minimum wages, with high school and higher education standing out among the respondents. The largest portion of respondents did not show intolerance to food protein (89.84%). As for psychological and personality factors, most consumers preferred quick and practical preparations (73.80%), valued the possibility of getting to know different flavors and followed their own preferences in social situations. Chicken meat is preferably consumed at home (88%) and purchased in supermarkets (ptCarne de frango