Efecto halo: estudio del café orgánico con diseños de experimentos

The knowledge of the healthiness of organic products opens possibilities for the improvement of the diet and possible reduction of morbid diseases. The purpose of this study is to analyze the effect on the perceived value of coffee labeled organic with respect to aspects such as taste and nutritional perception. Five factorial experiment designs are applied, considering among others, the factor product/coffee label, whose levels are: A, B, organic, regular and C; without informing that A is regular coffee and B is organic coffee and C is regular coffee. The healthiest, most nutritious, and best tasting organic products are perceived; in addition, it is found that the label on the packaging of organic coffee generates a halo effect by predisposing its perception with better flavor and healthy perception over the other types of labeled products, even though one of them is masked with another label being from the same organic. The organic production of coffee has generated added value, increasing the healthy and environmental market, taking advantage of the identity achieved by organic products, as demonstrated in the research by its high perceived added value, contributing in the increase of possibilities of marketing, sales and new developments.