justificativas e motivações do consumo e não consumo de café coffee consumption and non-consumption justifications and motivations

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ID: 145269
2009
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Abstract
O estudo do perfil dos consumidores e dos fatores envolvidos no processo de compra do café é uma ferramenta importante na identificação dos diferentes segmentos deste mercado e de suas potencialidades. Por outro lado, também é importante compreender porque alguns consumidores recusam a bebida. Portanto, objetivou-se neste trabalho entrevistar os moradores da cidade de Belo Horizonte - MG, a fim de identificar consumidores e não consumidores de café, para traçar o perfil de ambos, descrever suas características, fatores motivacionais e justificativas para consumo ou não do café. Para isto, 250 consumidores foram entrevistados e os resultados avaliados de forma descritiva. Os resultados revelaram que a bebida é consumida por uma parcela heterogênea e que corresponde à maioria da população. Em geral, os consumidores associam o consumo do café ao hábito, prazer, família, amizade e trabalho. Isso indica as motivações para o seu consumo reflete o significado social da bebida quer no âmbito doméstico, trabalho ou no círculo de amizade e que este significado está fortemente associado aos hábitos e costumes da sociedade brasileira. Observou-se a necessidade de expansão deste mercado entre os jovens.
The study of consumer's profile and the factors involved in the process of coffee purchase is an important tool in the identification of the different segments of this market and its potentialities. On the other hand, it is also important to understand the reasons why some consumers refuse the drink. Therefore, the aim of this study was to interview the residents of the city of Belo Horizonte - MG - Brazil in order to identify consumers and non consumers of coffee to trace the profile of both, to describe their characteristics, motivational factors and justifications to consume coffee, or not. For that reason, 250 consumers were interviewed and the results were evaluated in a descriptive way. The results revealed that the drink is consumed by a heterogeneous portion of consumers which corresponds to most of the population. In general, consumers associate the consumption of coffee to habit, pleasure, family, friendship, and work. This indicates the motivations for the consumption of coffee, and it reflects the social meaning of the drink in the domestic environment, work or in friendship circles. This meaning is strongly associated with habits of the Brazilian society. The need of expansion of this market among youths was observed.
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Authors ;Aline Cristina Arruda;Valéria Paula Rodrigues Minim;Marco Aurélio Marques Ferreira;Luis Antonio Minim;Neuza Maria da Silva;Claúdio Furtado Soares
Journal software - practice and experience
Year 2009
DOI
10.1590/S0101-20612009000400009
URL
http://www.scielo.br/scielo.php?script=sci_arttext&pid=S0101-20612009000400009
Keywords
coffee consumption market Cafe

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