EXPLORING BRAZILIAN CONSUMERS’ BEHAVIOR ON DIFFERENT COMMERCIAL COFFEE PRESENTATIONS: A HARD LADDERING INTERVIEW APPROACH

Brazil emerges as one of the largest consumers of coffee, driven by the growing supply of this product in different formats. However, little is known about the factors that motivate their purchase and consumption. In this context, this study aimed to investigate consumer perception on the three main commercial coffee presentations - powder (CP), beans (CB) and capsules (CC) - using the Laddering technique. Participants (n = 163) answered the question: “If you had to choose one of these types of coffee to consume, which would you buy?” and then answered about the reasons for their choice by responding a series of questions "why?". Similarly, the motivations for not choosing one product over the others were also investigated. Data were analyzed, coded, organized in individual ladders, and then a hierarchical value map was configured using LadderUX software on the cut-off level of 5. The results show that dominant chain for CB encompasses superior and more natural sensory attributes, generating a greater experience of satisfaction and pleasure. For CC, there is a strong connection with practicality, fast preparation and a wide variety of flavors available, chosen by the consumer for the time saved. Also, CP's dominant chain includes practicality, traditionality involved in the product and the best cost benefit. As the factors involved in the refutation of the CB, both the need for appropriate equipment and lack of practicality are the most relevant connections. Dominant chain for CC demonstrates rejection due to its flavor, seen as less natural and lower quality, harming the enjoyment of consumption, but also the lack of proper equipment and its price. Consumers also reported concern for the environment. Finally, Laddering was efficient in identifying personal values involved in coffee consumption and can help to understand the Brazilian coffee’s market, boosting new marketing strategies for the product.