Consumer perception towards familiar and innovative foods: the case of a Brazilian product

摘要: The purpose of this paper is to assess consumers' perception a typical Brazilian food in its familiar and innovative versions through survey combined with textual analysis.,The study collected consumers’ data (N = 476) via conducted two analysis – similitude descending hierarchical classification (DHC) using the Iramuteq software. In order evaluate perception, traditional cheese breads (familiar) carrots (innovative) were used. consumers are from Central-West Brazil had diverse socioeconomic status.,Similitude showed that product presented mostly neutral or positive characteristics. DHC provided three relevant classes for bread product, considering perceptions status. For negative associations (food neophobia), but there also characteristics be explored neophilia). Neophobia was attributed hedonic aspects, e.g. doubts about taste approval. Neophilia related normative product's health benefits.,The results exploratory and, therefore, cannot generalized, can arise insights different products. It observed chosen method useful access consumer's could replicated other cultures regarding products.,Food neophobia avoided by highlighting aspects neophilia activate attributes, so launch an should accompanied consumer-oriented marketing strategies.,The present brings uses combination analysis.