Please use this identifier to cite or link to this item: http://repositorio.ufla.br/jspui/handle/1/33102
Title: The brand new Brazilian specialty coffee market
Keywords: Specialty coffee
Craft consumer
Consumer research
Cafés especiais
Pesquisa de consumo
Issue Date: 2019
Publisher: Taylor & Francis
Citation: GUIMARÃES, E. R. et al. The brand new Brazilian specialty coffee market. Journal of Food Products Marketing, Binghamton, v. 25, n. 1, p. 49-71, 2019.
Abstract: In Brazil, specialty coffee is a burgeoning market, stimulated by product-related events, research and opening of specialized coffee shops. However, there is a paucity of public domain information and statistics about Brazilian specialty coffee consumers’ characteristics and buying behavior. Through a descriptive and quantitative research, based on 834 self-administered questionnaires analyzed through descriptive and multivariate statistics, this paper builds a general profile of the Brazilian specialty coffee consumer. Furthermore, it verifies the applicability of the ‘connoisseurship’ and ‘third wave’ concepts to the national market and identifies three distinct consumer groups – regular consumers, enthusiasts, and experts – that differ by their level of interest and engagement with specialty coffee, shown by their product acquisition criteria and consumption motivations. There were similarities between Brazilian connoisseurs and coffee professionals, here combined in the same cluster and named ‘experts’, which leads to important questions about the current context of the Brazilian specialty coffee market.
URI: https://www.tandfonline.com/doi/abs/10.1080/10454446.2018.1478757?journalCode=wfpm20
http://repositorio.ufla.br/jspui/handle/1/33102
Appears in Collections:DAE - Artigos publicados em periódicos

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