Surveys involving information on socioeconomic status and quality characteristics are essential to identify the niche market of various products, including coffee. This study aimed to elicit consumers' quality indicators of a good coffee, establishing correlations with their socioeconomic profile. Using Compusense Cloud®, one hundred forty-six participants (70% women; regular coffee drinkers) were asked to mention the first four characteristics they considered necessary in a good quality coffee, ranking them according to their perceived importance (1 - most important and 4 - least important). Then, they answered the Critério Brasil questionnaire and some sociodemographic questions. Agglomerative Hierarchical Clustering (AHC) was performed using the XLSTAT version 2021.2 in two stages to determine socioeconomic status, classifying participants into two groups: higher and lower socioeconomic status. Only the categories/terms mentioned by more than 5% of the participants in each group were considered. Then, the associations were classified into two indices: frequency and importance (high vs. low), respectively. The flavor was the only characteristic that showed high frequency and importance in both groups. For them, the roast, origin, and body are also descriptors of great importance. The aroma was an attribute with high frequency in both groups, but it showed high importance only for the lower socioeconomic group. Notably, the attributes of color, bitterness, brand, acidity, grain, and price were of low importance in both groups. The intrinsic characteristics were predominant in the quality of the coffee with high frequency but with different importance, while the extrinsic ones had a low impact. Finally, it is observed that quality attributes vary in importance and frequency depending on the socioeconomic level. Studies like this one are essential to verify the impact of social constructions on the product and support marketing strategies and product reformulation.