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

  • 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):

    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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    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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    1. 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.
    2. repec:ner:tilbur:urn:nbn:nl:ui:12-332116 is not listed on IDEAS
    3. Gutman, Jonathan, 1991. "Exploring the nature of linkages between consequences and values," Journal of Business Research, Elsevier, vol. 22(2), pages 143-148, March.
    4. 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).
    5. 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.
    6. Koert Van Ittersum & Matthew T. G. Meulenberg & Hans C. M. Van Trijp & Math J. J. M. Candel, 2007. "Consumers’ Appreciation of Regional Certification Labels: A Pan-European Study," Journal of Agricultural Economics, Wiley Blackwell, vol. 58(1), pages 1-23, 02.
    7. 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.
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