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Flavor and wellbeing: relationship between product's attributes and consumers’ personal values of regional coffee brands

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Author Info

  • Márcio Lopes Pimenta

    (Federal University of Uberlândia)

  • Éderson Luiz Piato

    (Federal University of São Carlos)

  • Luiz Henrique de Barros Vilas Boas

    (Federal University of Alfenas)

  • Stella Naomi Moriguchi

    (Federal University of Uberlândia)

Registered author(s):

    Abstract

    This paper aims to evidence the cognitive structure of values of customers of regional brand from the South of Minas Gerais and Triângulo Mineiro regions. It aimed to identify perceptions about attributes, consequences, values and connections among these elements through a hierarchical map of values (HVM). The laddering technique helped in the collection, analysis and interpretation of field data. Thirty four in depth interviews were conducted in 7 retail stores, from the cities of Uberlândia and Lavras, in 2008. Results show that the brand’s regional aspect consists in a buying determinant. The HVM shows that personal values, such as: well-being and self-accomplishment might be reached through attributes perceived in the brands. Such perception is shown, mainly, in the chains which originate in the attributes: ‘from the region’, ‘sensorial characteristics’, ‘pure food’ and ‘cheaper product’. These chains may bring important orientations to marketing practice in such industry.

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    File URL: http://www.bbronline.com.br/public/edicoes/9_3/artigos/vzsmldv3kk1382012144015.pdf
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    Bibliographic Info

    Article provided by Fucape Business School in its journal Brazilian Business Review.

    Volume (Year): 9 (2012)
    Issue (Month): 3 (July)
    Pages: 119-140

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    Handle: RePEc:bbz:fcpbbr:v:9:y:2012:i:3:p:119-140

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    Postal: Fucape Business School Brazilian Business Review Av. Fernando Ferrari, 1358, Boa Vista CEP 29075-505 Vitória-ES
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    Web page: http://www.bbronline.com.br/
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    Related research

    Keywords: Regional brands; attributes; values; laddering;

    References

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    1. Onozaka, Yuko & Nurse, Gretchen & Thilmany, Dawn D., 2010. "Local Food Consumers: How Motivations and Perceptions Translate to Buying Behavior," Choices, Agricultural and Applied Economics Association, vol. 25(1).
    2. Ishida, Takashi & Fukushige, Mototsugu, 2010. "The effects of fishery harbor-based brands on the brand equity of shore fish: An empirical study of branded mackerel in Japan," Food Policy, Elsevier, vol. 35(5), pages 488-495, October.
    3. Bronnenberg, B.J.J.A.M. & Dhar, S. & Dube, J.-P., 2007. "Consumer packaged goods in the United States: National brands, local branding," Open Access publications from Tilburg University urn:nbn:nl:ui:12-332116, Tilburg University.
    4. Minha Hwang & Bart J. Bronnenberg & Raphael Thomadsen, 2010. "An Empirical Analysis of Assortment Similarities Across U.S. Supermarkets," Marketing Science, INFORMS, vol. 29(5), pages 858-879, 09-10.
    5. Gutman, Jonathan, 1991. "Exploring the nature of linkages between consequences and values," Journal of Business Research, Elsevier, vol. 22(2), pages 143-148, March.
    6. Wuyang Hu & Marvin T. Batte & Timothy Woods & Stan Ernst, 2012. "Consumer preferences for local production and other value-added label claims for a processed food product," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 39(3), pages 489-510, July.
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