Made available in DSpace on 2014-12-17T14:53:21Z (GMT). No. of bitstreams: 1 MarcosACMT.pdf: 1095458 bytes, checksum: e7c83fa7b7da3581dce5144159be3148 (MD5) Previous issue date: 2006-05-19 / The organic products represent one of the main trends of alimentary consumption in the new century. In Brazil, the answer is already well representative which it becomes the country, as a great consuming and exporting market of products of LVF type. The objective of this research was to investigate the factors capable to influence the food consumer in its purchase decision of organic products in the supermarkets of Teresina, capital of Piau? State. The methodology was exploratory and descriptive, using survey, with closed and opened questions in 542 interviewed. The questionnaire was based on projected scales to evaluate the factors that can influence the purchase decision of organic products, whose variable had been grouped in the following groups: behavior, knowledge, interest, competitiveness, importance, barrier and profile. The used statistical techniques were descriptive analysis and multiple regression analysis. The results demonstrate interest of the population in paying more for the organic product, due to better quality of life, however it lacks to one better spreading and greater sensitization to attract these consumers. Some recommendations and proposals are presented after the results, as suggestions for future research / Os produtos org?nicos representam uma das principais tend?ncias de consumo alimentar no novo s?culo. No Brasil, esta resposta j? ? bem representativa o que torna o pa?s, um grande mercado consumidor e exportador de produtos do tipo LVF. O objetivo dessa pesquisa foi investigar os fatores capazes de influenciar o consumidor de alimentos em sua decis?o de compra de produtos org?nicos nos supermercados de Teresina, capital do Piau?. A metodologia foi explorat?ria e descritiva do tipo Survey, com perguntas fechadas e abertas aplicadas a 542 entrevistados. O question?rio foi baseado em escalas projetadas para avaliar os fatores que podem influenciar a decis?o de compra de produtos org?nicos, na capital do Piau?. As vari?veis foram agrupadas nos seguintes grupos: comportamento, conhecimento, interesse, competitividade, import?ncia, barreira e perfil. As t?cnicas estat?sticas utilizadas foram a an?lise descritiva e a an?lise de regress?o m?ltipla. Os resultados demonstram interesse da popula??o de Teresina em pagar mais pelo produto org?nico para ter uma melhor qualidade de vida, entretanto falta uma melhor divulga??o e maior sensibiliza??o para atrair esse consumidores