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ABSTRACT: Considering economic, contingent and cultural conditions that interfere with consumer demand, the objective of this research was to evaluate the degree of importance of these variables in the decision of the Brazilian consumer to buy fluid milk. A total 1,015 milk consumers were sampled through non-probabilistic tools such as researchers’ contact network, snowballing, and self-generated samples, in a virtual questionnaire. Non-parametric tests and univariate statistical analyzes were applied, including the chi-square test. The consumer profile interferes with the selection criteria in the purchase of fluid milk as follows: (a) women consider “price”, “product origin”, “friend recommendation”, “product appearance”, “sales offers”, and “brand” as the most important conditioners; (b) young people, aged between 18 and 25, consider “product origin” a less important attribute; (c) consumers over 45 years of age value “price” the less; (d) consumers with incomes of up to one minimum wage value “sales offers” the most. This research theoretically confirmed the hypothesis that prior information regarding milk production, especially brands, lead the decision to buy fluid milk, especially in women case. Product price and availability are complementary constraints.
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