咖啡质量:来自不同社会人口统计水平的巴西消费者结合改良单词联想和最大差异标度(MaxDiff)的见解

IF 1.6 3区 农林科学 Q3 FOOD SCIENCE & TECHNOLOGY
Paula T. S. Soares, Elson R. Tavares Filho, Mônica M. Pagani, Eliane T. Mársico, Adriano G. Cruz, Erick A. Esmerino
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引用次数: 0

摘要

咖啡市场是动态的,提供了几种产品(如粉末、胶囊、速溶和谷物),分布在不同的质量类别,如传统、特浓、特殊、美食和优质。然而,尽管产品种类繁多,但关于不同社会人口特征的消费者如何感知和理想化高品质咖啡的信息却很少。本研究使用修改的单词关联任务(n = 142)来确定高品质咖啡的属性,并使用最大差异量表(n = 330)来组织来自不同社会人口统计水平的消费者群体之间关于其重要性的属性。无论性别或社会经济阶层,消费者都认为高品质咖啡最重要的特征是味道、香气和强度。此外,价格和甜度是C类消费者的重要属性,而温度和烘焙对a类消费者更重要。实际应用了解咖啡消费者的特殊性,制造商可以将产品导向不同的利基市场,这些市场对产品有不同的看法。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Coffee quality: Insights of Brazilian consumers from different sociodemographic levels combining modified Word Association and Maximum Difference Scaling (MaxDiff)

The coffee market is dynamic and offers several products (e.g., powder, capsule, instant, and grain) distributed in different quality categories, such as traditional, extra strong, special, gourmet, and premium. However, despite the diversity of products, there is little information about how consumers with different sociodemographic characteristics perceive and idealize high-quality coffees. This study used a modified Word Association task (n = 142) to determine the attributes of high-quality coffee and the Maximum Difference Scale (n = 330) to organize the attributes concerning their importance between groups of consumers from different sociodemographic levels. Consumers considered flavor, aroma, and intensity as the most important attributes of high-quality coffees, regardless of gender or socioeconomic class. In addition, price and sweetness were important attributes for class C consumers, while temperature and roasting were more important for class A.

Practical Application

Knowing the specificities of coffee consumers allows the manufacturer to direct their products to different niches that perceive the product differently.

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来源期刊
Journal of Sensory Studies
Journal of Sensory Studies 工程技术-食品科技
CiteScore
3.80
自引率
20.00%
发文量
71
审稿时长
18-36 weeks
期刊介绍: The Journal of Sensory Studies publishes original research and review articles, as well as expository and tutorial papers focusing on observational and experimental studies that lead to development and application of sensory and consumer (including behavior) methods to products such as food and beverage, medical, agricultural, biological, pharmaceutical, cosmetics, or other materials; information such as marketing and consumer information; or improvement of services based on sensory methods. All papers should show some advancement of sensory science in terms of methods. The journal does NOT publish papers that focus primarily on the application of standard sensory techniques to experimental variations in products unless the authors can show a unique application of sensory in an unusual way or in a new product category where sensory methods usually have not been applied.
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