摘要：The study of the behavior of consumers of pork is key to the participants of the supply chain to better manage their marketing plans. The goal through this work is to identify the key attributes that are valued by consumers. The research was divided into two stages. The first in-depth interviews were conducted with consumers, whose results were used for the preparation of the questionnaire. Was performed after a pre-test for possible corrections and calculation of the sample. It was obtained 456 valid questionnaires. In the analysis of data by means of factor analysis four factors were identified: "guarantees and security", "convenience and versatility," "nutrition and health" and "sensory aspects", formed by the 27 aspects of pork that consumers value. It was observed that the ten attributes considered most important factors are contained in "sensory issues" and "safeguards and security." Was also calculated the internal reliability of the four subscales formed by each factor and the results were very good and appropriate. Although the analysis of data, cluster analysis indicated two groups, trained men and women is that women are more demanding with regard to product quality than men.
