文章基本信息

标题：Valores pessoais e percepção de atributos em marcas regionais de café na cidade de Lavras
本地全文：下载
作者：Marcio Lopes Pimenta ; Marcos Hideyuki Yokoyama ; Luiz Henrique de Barros Vilas Boas 等
期刊名称：Revista de Administração da UFSM
印刷版ISSN：1983-4659
出版年度：2011
卷号：4
期号：1
页码：39-52
DOI：10.5902/198346591713
语种：Portuguese
出版社：Universidade Federal de Santa Maria
摘要：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'.
其他摘要：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'.
关键词：Marketing; Comportamento do Consumidor