Coffee and the Consumer Values of the Brazilians

Abstract

Goal: To analyze the perceived value of the coffee consumers.

Method: By means of a data collection as responses of 417 brazilian coffee consumers, at a first moment was profiled the sample, subsequently, the Exploratory Factorial Analysis was carried out.

Originality/Relevance: In the contemporary competitive scenario, the consumer emerges as a primordial link for the development of agribusiness, so in recent years, consumer behavior has been increasingly investigated. The value perceived by the consumer plays an essential role in the behavior of individuals in relation to their purchasing decisions.

Results: The results showed that four dimensions of values that influence in brazilian coffee consumption, the functional value quality, the functional value price, social value and emotional value can be identified.

Theoretical/methodological contributions: These values can be applied influence in the decision making of the consumer in relation to the consumption of coffee.