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Este artigo apresenta os resultados de um estudo exploratorio, que pretendeu identificar a atitude de 476 consumidores de Campo Grande/MS em relacao a um produto alimentar [pao de queijo congelado] e as variaveis socioeconomicas que mais determinam a frequencia de consumo do mesmo. Este estudo faz parte de uma pesquisa maior, financiada pelo CNPq, que esta sendo desenvolvida em parceria entre UFMS e o SENAI/MS. Para o tratamento dos dados, foi realizada a analise estatistica descritiva, seguida da analise Multinomial Logit com o auxilio do software Stata. Os resultados dessas analises permitiram identificar que independente da frequencia de compra, mais da metade dos consumidores de alimentos agrupados em cada nivel de frequencia de compra consideram que pao de queijo congelado e sinonimo de comida pratica/rapida e que as variaveis socioeconomicas – genero, escolaridade, renda e situacao conjugal sao estatisticamente significativas. Assim, sao determinantes da frequencia de compra do produto. This article presents the results of an exploratory study, which identified the attitude of 476 consumers of Campo Grande / MS in relation to a food product [frozen cheese bread], and socioeconomic variables that most influence the frequency of consumption of the same. This study is part of a larger study funded by CNPq being developed in partnership with UFMS and SENAI / MS. For the treatment of the data, descriptive statistical analysis was performed, followed by Multinomial logit analysis with Stata software. The results of these analyzes have identified that regardless of purchase frequency, more than half of food consumers grouped in each purchase frequency level consider that frozen cheese bread is synonymous with practice/ quick food. And those socioeconomic variables - gender, education, income and marital status are statistically significant, so are determinants of the product purchase frequency

ATITUDES DO CONSUMIDOR EM RELAÇÃO A UM PRODUTO ALIMENTAR: TENDÊNCIAS DO SETOR DE ALIMENTOS CONGELADOS CONSUMER ATTITUDES TOWARDS A FOOD PRODUCT: FROZEN FOOD INDUSTRY TRENDS