Paula T. S. Soares, Elson R. Tavares Filho, Mônica M. Pagani, Eliane T. Mársico, Adriano G. Cruz, Erick A. Esmerino
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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.
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.