Flavor and wellbeing: relationship between product's attributes and consumers’ personal values of regional coffee brands

Abstract

This paper aims to evidence the cognitive structure of values of customers of regional brand from the South of Minas Gerais and Triângulo Mineiro regions. It aimed to identify perceptions about attributes, consequences, values and connections among these elements through a hierarchical map of values (HVM). The laddering technique helped in the collection, analysis and interpretation of field data. Thirty four in depth interviews were conducted in 7 retail stores, from the cities of Uberlândia and Lavras, in 2008. Results show that the brand's regional aspect consists in a buying determinant. The HVM shows that personal values, such as: well-being and self-accomplishment might be reached through attributes perceived in the brands. Such perception is shown, mainly, in the chains which originate in the attributes: 'from the region', 'sensorial characteristics', 'pure food' and 'cheaper product'. These chains may bring important orientations to marketing practice in such industry.

Valores Pessoais no Consumo de Cafés em Cápsula

“…Alguns estudos demonstraram a aplicação da teoria meios-fim, inclusive discutindo as relações com a teoria de valores pessoais de Schwartz (1992;2017). Estas pesquisas mostraram resultados expressivos quanto a capacidade de compreender o comportamento do consumidor diante do consumo, utilizando diferentes produtos como objeto de pesquisa e análise (Vilas Boas et al, 2006;Pimenta et al, 2012;Gandia et al, 2018;Castro et al, 2019). Estes autores conseguiram demonstrar a cadeia de meios e fins como um modelo que visa explicar a relação entre a seleção de um produto que pode facilitar o alcance de estados finais desejados pelo consumidor.…”