PERSONAL VALUES AND ATTRIBUTES PERCEPTION ABOUT COFFEE REGIONAL BRANDS IN LAVRAS

Authors

  • Marcio Lopes Pimenta UNIFEI
  • Marcos Hideyuki Yokoyama UFSCAR
  • Luiz Henrique de Barros Vilas Boas Unifal
  • Stella Naomi Moriguchi UFU
  • Juliana Flávia Palazzo da Costa Macedo UFU

DOI:

https://doi.org/10.5902/198346591713

Abstract

Regional food brands generate competitive differential because consumer links some desired attributes with a positive image of product's geographical origin. Such image influences the buying decision process, facing their perceptions about brand attributes and desired benefits in consuming products from these brands. On this view, this paper evidences the cognitive structure of consumers of roasted and milled coffee from Lavras' region, Minas Gerais State. Based upon in depth interviews, utilizing the laddering qualitative technique, it was made a hierarchic value map, that shows a connection of the regional brands to the attributes: ‘sensorial characteristics' , ‘from the region', ‘known brand', ‘lower price' and ‘pureness food'. From these attributes, the consumers believe in the possibility to reach personal values as: ‘self achievement', ‘personal and collective wellbeing', ‘happiness', ‘nostalgia', ‘life quality' and ‘longevity'.

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Author Biographies

Marcio Lopes Pimenta, UNIFEI

Professor, UNIFEI, no Instituto de Engenharia de Produção e Gestão, doutorando em engenharia de Produção, UFSCAR

Marcos Hideyuki Yokoyama, UFSCAR

Mestre em Engenharia de Produção Ufscar

Luiz Henrique de Barros Vilas Boas, Unifal

Doutor em Administração, Professor da UNIFAL-MG Dep. Administração

Stella Naomi Moriguchi, UFU

Doutora em Administração. Professora da UFU - Faculdade de Gestão e Negócios

Juliana Flávia Palazzo da Costa Macedo, UFU

Mestre em Administração  UFU

Published

2011-05-24

How to Cite

Pimenta, M. L., Yokoyama, M. H., Boas, L. H. de B. V., Moriguchi, S. N., & Macedo, J. F. P. da C. (2011). PERSONAL VALUES AND ATTRIBUTES PERCEPTION ABOUT COFFEE REGIONAL BRANDS IN LAVRAS. Revista De Administração Da UFSM, 4(1), 39–52. https://doi.org/10.5902/198346591713

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