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. Thequestionnaire had four sections: frequency of consumption, Food Choice Questionnaire (FCQ), some images of coffee quality labels, and a socio-economic. 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. Key words: Consumers; food choice questionnaire; factor and cluster analysis.
Highlights
Research on consumers started in the year 1950 (Shiffman; Lazar; Wisenblit, 2010), but it is until recent decades that the number studies on the motivations, perceptions and emotions of consumers started to increase (Meiselman, 2015), largely due the increase in the quantity and variety of food products that appear on the market in response to a more demanding consumer (Clemons, 2008)
The ethical aspects of coffee production or the link of a product with a territory in the Factor 1, are widely studied aspects in coffee consumers in different parts of the world (Pelsmacker; Driesen; Raypdo, 2005; Macchione; Eugênio, 2006; Teuber; Herrmann, 2012; Jang; Kim; Lee, 2015; Van Loo et al, 2015), which is logical for a product that is widely marketed on a global scale and for which labels are a referent of quality
The consumers of coffee who participated in this study were mostly young and middle-aged, single, childless and college educated
Summary
Research on consumers started in the year 1950 (Shiffman; Lazar; Wisenblit, 2010), but it is until recent decades that the number studies on the motivations, perceptions and emotions of consumers started to increase (Meiselman, 2015), largely due the increase in the quantity and variety of food products that appear on the market in response to a more demanding consumer (Clemons, 2008). Consumers may show different preference patterns for the same product, depending on their different hedonic responses. Groups of consumers that share a certain hedonic pattern are known as consumer segments (Varela; Beltrán; Fiszman, 2014); these segments are defined by the type of product and by the extrinsic and intrinsic factors that influence choice (Pieniak et al, 2009). Many studies on consumer preferences use a method that focuses on only one product (Jiang; King; Prinyawiwatkul, 2014; Meiselman, 2015). That is the case of the present work, which considers only the coffee
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