Resumo

MONTOYA, Victoria del Socorro Martos; CESPEDES, Carlos Alberto Delgado; RUIZ, Margarita Jaquelín Mosqueira  e  SAAVEDRA, Abraham Cárdenas. Utility and emotional consumption of fresh milk in the city of Cajamarca-Peru. Rev. Inv. Cs. Agro. y Vet. [online]. 2023, vol.7, n.20, pp.346-353.  Epub 20-Maio-2023. ISSN 2664-0902.  https://doi.org/10.33996/revistaalfa.v7i20.220.

The theory of value has varied over time; it is applied and used to explain and assign prices; the classical theory, focused on production costs plus a margin, is objective; the neoclassical theory, focused on utility perception, is subjective and rational; the behavioral theory, focused on utility perception, is subjective and emotional. Therefore, the objective of the study was to determine the assignment of utility to fresh milk, with the exposure of factors external to the product, to its consumers; and to demonstrate the emotional decisions of the demand. The research was of experimental type, fractional factorial design of 3 x 3, the number of profiles was 12 to allow the degree of freedom of error; the fresh milks of the profiles had the same organoleptic characteristics. The experimental group consisted of 15 subjects selected by convenience. Psychometric cards designed to collect information from the experiment were used. The results showed emotionality in consumption, factors external to the product produced assignment of different total utility units (6.987, 5.898 and 2.126) to fresh milk with equal organoleptic characteristics, the assignments of utility units were. According to breed: Creole 0.528; Holstein 0.176 and Borwn Swiss -0.694. According to cattle feed: mixed 1,250; natural pasture 0.722 and concentrate -1.972. According to price were for S/ 1.80; 1.50; and 1.20 (-0.625; -0.417; -0.208 respectively), the price factor occupied the last place of importance (8.571%) while feed and breed had places of importance of 66.286 and 25.143% respectively.

Palavras-chave : Utility allocation; Emotional consumption; Fresh milk.

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