Insights of Brazilian consumers' behavior for different coffee presentations: An exploratory study comparing hard laddering and completion task

Abstract

Coffee is one of the most appreciated beverages worldwide. However, little is known about the factors that motivate the consumption of coffee in the form of capsules (CC), roasted beans (CB), and powder (CP). Thus, qualitative methodologies such as of completion task (CT) and hard laddering (HL) were used in this study to help understand the motivations that drive the choice of different coffee presentations. The results obtained show that CP was perceived as traditional, practical, low cost, low quality generating less pleasure during consumption when compared with the others. CC was perceived as more practical, with the practicality and variety of flavors, although the higher price, lower sensory quality and the environmental impacts were relevant perceptions. Although CB was perceived as a high-quality product, generating greater consumer satisfaction, its high cost and lack of convenience stood out. Therefore, both techniques were able to capture the consumers' perception with great similarity between the results; however, it is worth emphasizing that HL was able to achieve deeper values related to food choice and consumption of product. This information can be used by the coffee producers and the processing industries to develop effective marketing strategies to effectively reach market segments. Practical application As the demand for coffee consumption has increased over the years, driven by the diversification of commercial presentations of the product, it is of great value to understand the perception of consumers and the factors involved in purchase and consumption. Laddering is a useful in-depth interviewing technique of qualitative research that unveils opinions, attitudes and beliefs that are part of consumers' cognitive structure. Projective methodologies as completion task use ambiguous and indirect stimuli such as images or stories encourage participants to project their own experience onto the stimuli, allowing that values, ideas, and abstract need to be explored. We believe that the data obtained in such a deep and spontaneous way can be extrapolated to guide actions and can help several decisions of product development, labeling, packaging, and marketing.

Story Completion technique: A useful methodology to evaluate the risk perception of consumers from different regions of Brazil about cheeses sold at open markets

“…Completion tasks are a group of projective techniques that requests the consumers to complete an incomplete situation for which a stimulus has been provided such as sentences, arguments, stories, or images in a free form, using the intuitive sense and with no value judgment (Sales et al, 2020;Sass et al, 2018). Story Completion is a type of completion task in which participants receive the beginning of a story and are invited to play the role of someone else filling the gap in the story using their own words or phrases (Gambaro, 2018;Mesías & Escribano, 2018).…”

“…Successful cases in obtaining the participants' perception using completions tasks are reported in studies with ready to eat salads (Vidal, Ares, & Giménez, 2013) consumers' expectations about food packaging (Eldesouky, Pulido, & Mesias, 2015), distinct types of hen's eggs (Sass et al, 2018), petit suisse cheese (Torres et al, 2020), and different coffee presentations (Sales et al, 2020). However, all of the studies applied bubble or sentence completions in the task and as far as the authors' knowledge, the Story Completion technique has not been evaluated in food-related studies.…”

Improving the Functional and Sensory Properties of Cookies by Ultrasonic Treatment of Whey Proteins

“…e study of consumers' perception can be of major worth to industrial community since it helps in identifying the negative and positive factors that guide the consumer behavior and purchase habits [34].…”

Consumers’ preferences for North Sumatera specialty coffees

“…For coffee producers and businesses, understanding consumers' preferences are very important [20,21], enabling them to promote their products in such a better way [5,22]. The understanding of consumers' preferences ensures them to be able to take full advantage of consumers' demand [23] and meet consumers' expectations for their products [13,24]. There are various coffee production and marketing structures implemented in various countries around the world [25,26].…”