BEHAVIOR OF SHOPPING SCHOOL BOARD OF GENERATION "Z": A COMPARATIVE STUDY

The food choice is influenced by the social and cultural scope in which the individual is inserted and is directly related to the habits learned in childhood. Earlier, children are choosing and buying food independently. This study investigates the purchasing behavior of the school snack of Generation "Z" consumers, establishing comparison with the results found in a research carried out by Veiga-Neto and Melo (2013). Therefore, this research was based on the behavioral Behavioral Perspective Model (BPM) idealized by Foxall (2010). This study had a sample of 188 students, aged between 11 and 15 years, from three educational institutions of the private network of the municipality of Natal / RN. The results of this work corroborate the results found by Veiga-Neto and Melo (2013); the consequent stimuli have a greater influence on the decision to buy school snacks than the antecedent stimuli. It was verified that the attributes of the products are considered more important than the variables associated to the marketing in the behavior of choice of the school snack of the consumers of generation "Z".