Resumo Objetivou-se neste trabalho avaliar a intenção de compra de bebidas de soja sabor original correlacionando-a com características da embalagem por meio da análise conjunta de fatores. Levantamento dos atributos ocorreu por grupo de foco (41 participantes) e cinco amostras de bebida de soja brasileiras. Principais atributos que interferiam na decisão de compra: marca, presença de apelo nutricional, tipo da ilustração de copo contendo bebida e cor do fundo. Atributos foram combinados gerando oito propostas de embalagens, avaliadas por 86 participantes. Usou-se o SAS para análise dos dados, sendo 85 destes consistentes. Agruparam-se participantes por similaridades/dissimilaridades em três grupos: G1 (48 participantes), G2 (31) e G3 (6). G1 preferiu embalagem contendo apelo nutricional e fundo claro, sendo influenciado pela marca. Já o G2 optou por embalagem contendo apelo nutricional, marca menos conhecida e copo preenchido. G3 preferiu presença de apelo nutricional, marca menos conhecida, copo cheio e fundo escuro. Presença do apelo nutricional é o fator que mais impacta na decisão de compra, mas a marca, tipo de ilustração de copo e cor do fundo são relevantes. Embalagem com presença do apelo nutricional, copo com preenchimento total e fundo claro tem maior probabilidade de interesse de compra pelos consumidores.

Abstract The objective of this work was to evaluate the intention to purchase plain soymilk by correlating it with packaging characteristics through the conjoint analysis. Survey of attributes occurred by focus group (41 participants) and five samples of Brazilian original soymilk. Main attributes that interfered in the purchase decision: brand, presence of nutritional appeal, type of illustration of glass containing beverage and background color. Attributes were combined to generate eight packaging proposals, evaluated by 86 participants. SAS was used for data analysis, 85 of which were consistent. Participants were grouped by similarities/dissimilarities in three groups: G1 (48 participants), G2 (31) and G3 (6). G1 preferred packaging containing nutritional appeal and light background, being influenced by the brand. G2 opted for packaging containing nutritional appeal, lesser-known brand and filled glass. G3 preferred the presence of nutritional appeal, lesser known brand, full glass and dark background. Presence of nutritional appeal is the factor that most impacts the purchase decision, but the brand, type of glass illustration and background color are relevant. Packaging with the presence of nutritional appeal, glass with full filling and clear background is more likely to be of interest to consumers.

Resumen El objetivo de este trabajo fue evaluar la intención de compra de la leche de soja natural correlacionándola con las características del envase a través del análisis conjunto. El estudio de los atributos se realizó mediante un grupo focal (41 participantes) y cinco muestras de leche de soja original brasileña. Principales atributos que interfirieron en la decisión de compra: marca, presencia de atractivo nutricional, tipo de ilustración del vaso que contiene la bebida y color de fondo. Los atributos se combinaron para generar ocho propuestas de envase, evaluadas por 86 participantes. Se utilizó SAS para el análisis de los datos, 85 de los cuales fueron consistentes. Los participantes se agruparon por similitudes/disimilitudes en tres grupos: G1 (48 participantes), G2 (31) y G3 (6). El G1 prefirió un envase que contuviera un atractivo nutricional y un fondo claro, estando influenciado por la marca. El G2 optó por un envase con atractivo nutricional, una marca menos conocida y un vaso relleno. El G3 prefirió la presencia del atractivo nutricional, la marca menos conocida, el vaso lleno y el fondo oscuro. La presencia del atractivo nutricional es el factor que más influye en la decisión de compra, pero la marca, el tipo de ilustración del vidrio y el color del fondo son relevantes. Los envases con presencia de atractivo nutricional, vidrio con relleno completo y fondo claro tienen más probabilidades de interesar a los consumidores.

The objective of the research was to relate the physical and chemical characteristics of soymilk plain beverages to its sensory acceptance. Five commercial products and a new product formulated based on the less accepted sample were used. The overall acceptance was evaluated by 102 assessors using a 10-point hybrid hedonic scale. The hedonic scores ranged from 3.8 (sample E) to 7.0 (A). Most assessors (55%) preferred sample A, which was viscous (26.6 cp), dark (L* = 77.7), and slightly acidic (pH = 6.6). Sample C, which had lower solid content and higher acidity, was preferred by 29% of the assessors. These two beverages showed the greatest commercial potential of the products analyzed. The least-accepted sample (E), preferred by 8% of the assessors, had a lighter color (L* = 96.8), lower viscosity (13.5 cp), higher lipid content (2.2 g/100 g), and less protein (1.68 g/100 g) than the other products evaluated. A reformulation of the least preferred product (E) with the addition of maltodextrin and also vanilla and milk flavors increased its acceptance, yielding an average score of 7.2. Overall, it was observed that a soymilk plain beverage with higher viscosity, darker color, and higher protein content best meets consumer expectations.