Made available in DSpace on 2016-04-28T20:19:21Z (GMT). No. of bitstreams: 1 2008 - Jucimara Martins dos Santos.pdf: 4936328 bytes, checksum: c3a6df22694e5aabbd58ccabaa3be80e (MD5) Previous issue date: 2008-09-04 / Not only eat quantities of nutrients and calories to keep the body functioning at an appropriate level: the act of eating understands, too, forms of expression and affirmation of social identities. It involves the selection, the choices, the occasions and rituals that may be organized and classified in order to understand the social dynamics that takes place in the human experience of living day to day. Culture and consumption, thus, processes are interconnected and inseparable and only makes sense to discuss them within a specific cultural scheme. The objective of this case study was to understand the processes that occur in the restaurant that Nutrinatural stimulated, either formally or informally, retention and hence the loyalty of customers . The locus of the research was the natural food restaurant in the self-service kilo, Nutrinatural. To develop the work, we need to contextualize the locus of the study and the city where he falls; describe the structure and ways of operating the restaurant, identifying the situations that lead customers to return to the restaurant; understand the levels of sociability established between customers and employees, customers and the owners of the restaurant. We chose to develop a study with the basic qualitative ethnographic perspective through coday visit to the restaurant. This co-trip took one to two times per week on different days and times. The report was prepared from the participatory observation and informal conversations with customers in time for lunch, for 11 months (May 2007 to March 2008), and through semi-structured interviews with 12 clients who attend the restaurant so continuous, and also with the owners. The results were classified according to the principle of saturation in 05 categories. It has been proved that the keynote to the process of loyalty in the study, is related to the feeling of being in the family is doing Nutrinatural meals in the restaurant. The sociability proved to be as important as the health and flavor. / N?o comemos apenas quantidades de nutrientes e calorias para manter o funcionamento corporal em n?vel adequado: o ato de comer compreende, tamb?m, formas de express?o e afirma??o de identidades sociais. Envolve a sele??o, as escolhas, as ocasi?es e os rituais que podem ser organizados e classificados com vistas a compreender a din?mica social que se desenrola na experi?ncia humana do viver o dia-a-dia. Cultura e consumo, assim, s?o processos interligados e indissoci?veis e s? faz sentido discuti-las dentro de um esquema cultural espec?fico. O objetivo deste estudo de caso foi compreender os processos que ocorrem no Restaurante Nutrinatural que estimularam, formal ou informalmente, a reten??o e, logo, a fideliza??o dos clientes. O l?cus da pesquisa foi o restaurante de comida natural self service a quilo, Nutrinatural. Para desenvolver o trabalho, precisamos contextualizar o l?cus do estudo e o munic?pio em que ele se insere; descrever a estrutura e as formas de funcionamento do restaurante; identificar as situa??es que levam os clientes a retornarem ao restaurante; compreender os n?veis de sociabilidade estabelecidos entre os clientes e os funcion?rios, os clientes e as propriet?rias do restaurante. Optou-se por desenvolver um estudo de base qualitativa com perspectiva etnogr?fica atrav?s da co-visita di?ria ao restaurante. Esta co-visita se deu de uma a duas vezes por semana em dias e hor?rios diferentes. O relato foi elaborado a partir da observa??o participativa e das conversas informais com os clientes nos hor?rios de almo?o, durante 11 meses (maio de 2007 a mar?o de 2008), e atrav?s de entrevistas semi-estruturadas com 12 clientes que freq?entam o restaurante de forma cont?nua, e tamb?m com as propriet?rias. Os resultados foram classificados segundo o princ?pio de satura??o em 05 categorias. Comprovou-se que a t?nica para o processo de fideliza??o, no estudo, est? relacionada ? sensa??o de estar em fam?lia ao se fazer as refei??es no Restaurante Nutrinatural. A sociabilidade mostrou-se t?o importante quanto a saudabilidade e o sabor.