Dinâmica comportamental dos consumidores de café: um fator gerador de ações mercadológicas

Aiming to identify how marketing tools influence the coffee consumer’s purchasing behavior, a piece of marketing research with exploratory and descriptive analyses, of qualitative nature was accomplished. The survey was used, with structured questionnaires applied to 800 consumers (São Paulo, Belo Horizonte and Rio de Janeiro) in hypermarkets from July to December 2001. The questionnaires were tabulated and analyzed by utilizing the SSPS software (v.10) with descriptive and multivariate statistic analyses. The sample consisted mostly of consumers of the female gender, married, aged between 20 and 40 years, belonging, in general, to the social class B, senior high school educated. Among the marketing tools, it was found that the features related to the produce (flavor, smell and quality) have greater perception and influence on the consumer’s behavior. Price also plays an important role, as part of the sample belongs to social class C. It was verified that the consumer would not regard as relevant tools such as advertisement and package, proving themselves faithful to the brand. The consumer proved indifferent to the appeals and advertising announcements which, in general, are not very attractive.marketing, consumer’s behavior, coffee.,

Marketing dos agentes da cadeia do agronegócio do café: uma análise sob a ótica do marketing mix

The aim of this survey was to analyze the marketing strategies adopted by the coffee agribusiness chain in the south and Cerrado regions of Minas Gerais, in an attempt to put forward actions which may come to increase the consumption of coffee in the local market. As for methodology, qualitative techniques were used such as document analyses and detailed personal surveys with representatives of the several agents in the coffee chain. The results showed that, besides the search for quality improvement, also identified were strategies of segmentation by the different agents in the chain, trackability being the basis of most of such strategies. Institutional support was also identified, noticeably the process of Origin Certification and the Coffees of Brazil Program which seek to valorizing and disseminating the coffee culture in society. In spite of such aspect, the need for greater integration so that these strategies can range the chain as a whole was evident. In this sense, strategies directed to produce segmentation and to the search for differentiated markets by highlighting the produce's quality, may prove to be a means of increasing the sector's competitivity. The communication with the final consumer thus becomes an essential factor in this segmentation process

Dinâmica comportamental dos consumidores de café: um fator gerador de ações mercadológicas

Aiming to identify how marketing tools influence the coffee consumer’s purchasing behavior, a piece of marketing research with exploratory and descriptive analyses, of qualitative nature was accomplished. The survey was used, with structured questionnaires applied to 800 consumers (São Paulo, Belo Horizonte and Rio de Janeiro) in hypermarkets from July to December 2001. The questionnaires were tabulated and analyzed by utilizing the SSPS software (v.10) with descriptive and multivariate statistic analyses. The sample consisted mostly of consumers of the female gender, married, aged between 20 and 40 years, belonging, in general, to the social class B, senior high school educated. Among the marketing tools, it was found that the features related to the produce (flavor, smell and quality) have greater perception and influence on the consumer’s behavior. Price also plays an important role, as part of the sample belongs to social class C. It was verified that the consumer would not regard as relevant tools such as advertisement and package, proving themselves faithful to the brand. The consumer proved indifferent to the appeals and advertising announcements which, in general, are not very attractive