Motives for coffee consumption at coffee shops in Mexico

Abstract

Coffee is one of the main sources of foreign exchange for developing countries. Mexico accounts only 2.68% of the world coffee production, but represent the most important source of foreign exchange in the agricultural sector. The Mexican coffee began to be recognized in recent years, and despite the increase of the consumption, Mexico is not considered an important consumer. The objective was to analyse the motives for coffee consumption at coffee shops with quality labels. A national and a transnational company were selected in central Mexico to carry out a total of 600 questionnaires. The questionnaire had four sections: frequency of consumption, Food Choice Questionnaire (FCQ), some images of coffee quality labels, and a socioeconomic. The data were analysed using multivariate statistics, factor and cluster analysis. Indifferent, Pragmatic and Hedonic-Dependent consumers were identified; who are mostly young and middle-aged, single, childless and college educated. Their interest in attending coffee shops is to socialize; they are not interested in quality labels which have negative implications for the use of this type of labels in Mexico.

Do the Price and Taste Matter to Coffee Drinkers?

“…On the other hand, in terms of affordability, this study proves that price does not affect everyone to consume coffee. This finding is in line with the study conducted by Cruz-Flores et al (2020) in Mexico and Urwin et al (2019) for Gauteng in South Africa, where everyone does not care about the price to get a quality coffee drink. However, the results of other studies state that price is also a determining factor for everyone in consuming coffee (Rasmikayati et al, 2021).…”

Principales motivaciones del consumidor urbano de alimentos tradicionales en México

“…Suryadarma et al (2010) mention that: in emerging economies, traditional markets are the main commercial channels for acquiring food; Vanhonacker et al (2010) state that consumers of TF tend to buy them in local markets; in the case of Mexico, Escobar-López et al (2021) establish that traditional markets are perceived as typical traditional spaces where TF can be found. pejel-Blanco et al, 2014), y 2) estudios con productos específicos, como los quesos (Hidalgo-Milpa, et al, 2016), amaranto (Rojas-Rivas et al, 2019, mezcal (López-Rosas y Espinoza-Ortega, 2018), café (Cruz-Flores et al, 2020) y tortilla (Sánchez-Vega et al, 2020;Sánchez-Vega et al, 2018), o bien estudiando motivaciones alimentarias en general . Así como la percepción de los mercados orgánicos (Escobar-López et al, 2017).…”

“…Textual 79, January-June 2022 countries, where TF consumers are characterized as being theocentric by supporting local, regional, domestic products and the local economy (Vanhonacker et al, 2010;Almli et al, 2011). However, an essential aspect of traditional food consumption in Mexico is convenience, where the aspect of practicality plays a relevant role and usually appears within the first three factors and as a recurring variable in groups identified in the analysis of different traditional products (Cruz-Flores et al, 2020;Espinoza-Ortega et al, 2016;Rojas-Rivas et al, 2019;Sánchez-Vega et al, 2020). It is precisely industrialized products that provide greater practicality and convenience in the daily lives of families.…”

“…nacionales y la economía local (Vanhonacker et al, 2010;Almli et al, 2011). Sin embargo, un aspecto importante del consumo de alimentos tradicionales en México es la conveniencia, donde el aspecto de la practicidad juega un papel relevante y suele aparecer dentro de los tres primeros factores y como variable recurrente en grupos identificados en los análisis de distintos productos tradicionales (Cruz-Flores et al, 2020;Espinoza-Ortega et al, 2016;Rojas-Rivas et al, 2019;Sánchez-Vega et al, 2020). Son justamente los productos industrializados los que brindan mayor practicidad y conveniencia en el día a día de las familias.…”

“…In Mexico, some research has been conducted on TF and the consumer, which go in two directions: 1) the preservation of traditional foods and their study in the improvement of food quality (Sandoval-Godoy and Camarena-Gómez, 2012;Espejel-Blanco et al, 2014), and 2) studies with specific products, such as cheeses (Hidalgo-Milpa, et al, 2016), amaranth (Rojas-Rivas et al, 2019), mezcal (López-Rosas and Espinoza-Ortega, 2018, coffee (Cruz-Flores et al, 2020) and tortilla (Sánchez-Vega et al, 2020;Sánchez-Vega et al, 2018), or studying food motivations in general . As well as the per-gaciones en otras partes del mundo, como América Latina, donde en las últimas décadas las formas de consumo se han modificado debido a los cambios demográficos y socioeconómicos (World Bank, 2015).…”