Encapsulando valores: um estudo sobre a estrutura dos valores que orientam a compra de máquinas de bebidas em cápsulas

Abstract

The pod's market has exponential growth in Brazil. Although the trends are optimistic, the pod’s consumer behavior is while unknown. Understanding this behavior means guiding organizational strategies through marketing efforts. Within this context, this study aimed to analyze the meaning of the consumer behavior of the pod’s users from the structure attributes and consequences linked to these values in the perception of buyers. Specifically, we sought to identify and compare in the perspective of means end chain theory, associative relationships between product attributes, consequences (benefits) provided by these attributes and the connection of these two elements with personal values perceived by pod’s users in the brands Nescafé Dolce Gusto and Nespresso. Based on the laddering technique were conducted 27 in-depth interviews, distributed among users of both brands. The technique provided the building of an implication matrix and a hierarchical value map, which has highlighted distinct elements of each brand, and also, cumulative to both of them, characterized as elements inherent to the pod’s machines. The results showed that achievement and personal pleasure, through a better life lived, are crucial values to users, which can be classified according to the Schwartz scale, as individual values. Several ways were perceived to obtain these values, that is, constituted by chains of different attributes and consequences. Through the dominant perception of chains analysis, it was identified that there is a distinction between user perception of each brand, as well as elements that was characterize as cumulative or attributed to the pod’s machine. Generally, users of pod's machines are seeking the quality and convenience in the product, however the brand’ analises shows that, Dolce Gusto users perceived a product with more functional benefits, in order to offer more variety when it comes to beverages in general, on the other hand, Nespresso serves a more selective niche market that values the quality and reliability of the brand.