Biblioteca do Café
URI permanente desta comunidadehttps://thoth.dti.ufv.br/handle/123456789/1
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Item Visual attention and attribute choice for specialty coffee labels(Sociedade Brasileira de Economia e Sociologia Rural, 2024) Teixeira, Lucas de Vasconcelos; Dâmaso, Ligianne Carvalho da Silva; Lima, Lilian Maluf de; Spers, Eduardo Eugênio; Fouto, Nuno Manoel Martins DiasThis study uses eye-tracking metrics to quantify the visual attention given to differentiation attributes in specialty coffees. Two Discrete Choice-type experiments were developed using the packaging as a stimulus to analyze visual attention and the probability of choice for each attribute. Experiment 1 (466 observations) included the evaluation of the attributes price, brand, coffee variety, organic label and origin. Experiment 2 (279 observations) tested price, score, altitude and roast. Experiments 1 and 2 revealed that the use of the Time Fixation Duration (TFD) and Visit Count (VC) metrics were efficient in evaluating the effect of visual attention on the choice of each attribute present in the packaging. In experiment 2, the Time to First Fixation (TFF) and the willingness-to-pay (WTP) metrics were also significant, the latter of which had a value higher than the highest price indicated by the retailer. The packaging label could be considered a first potential activation regarding the novelty that these attributes represent, and the findings of this study can direct the efforts of the coffee industry to educate its customers about the main quality attributes related to the consumption of specialty coffees that are still poorly understood, but which may generate future profitability.Item Attributes considered by coffee consumers during their buying decision process: a study using factorial analysis(Universidade Federal de Lavras, 2017-04) Sá, Fabiano Bento de; Paiva, Ricardo Viana Carvalho de; Souki, Gustavo Quiroga; Moura, Luiz Rodrigo CunhaThe aim of this study was to identify, categorize and evaluate the attributes considered by the consumers during their coffee buying decision. A descriptive and quantitative survey with 459 coffee consumers was conducted in Belo Horizonte, MG, Brazil. The results indicate that the attributes considered by the consumers can be grouped into five factors based on importance: (i) Product features - Organoleptic Characteristics, (ii) Brand and Tradition, (iii) Food safety, (iv) Availability and Product Offering, (v) Packaging. The theoretical contributions of this work are the identification of attributes considered by the consumers for buying coffee, the significance verification of these attributes, as well as the separation into factors, which allows a better understanding of the decision-making process of coffee consumers. The contributions of this research for management practices are related to the technical characteristics of the product, food safety, brand, label and packaging management, which are seen as very important factors. Moreover, distribution and trade marketing along the distribution channels are also aspects to be considered. These aspects must be worked out through integrated marketing communication. Finally, the research presents its limitations and several suggestions for future studies.