Riscos percebidos por turistas e estratégias de redução de risco utilizadas por ambulantes de praia no Brasil: uma análise na perspectiva dos vendedores de alimentos não industrializados

Abstract

In situations of uncertainty, consumers may use different means to minimize the risks they perceive as a way to make their purchases. These actions are defined as risk reduction strategies. The purpose of this investigation is to bring up a subject little explored, the risks perceived by tourists while consuming non-processed food, from the perspective of ambulant traders, identifying strategies used by these local vendors to minimize the risks that their customers perceive. The methodological approach used in the study was qualitative, through semi-structured interviews which led to subsequent content analysis. The main findings indicate that the ambulant traders are aware of the risks perceived by tourists and the main types mentioned are: financial, physical and performance risks, and in order to reduce them salesmen tend to use the following relievers decrease the level of risk perception by the consumers: image of the seller, warranties, trial / free sample.