THE COFFEE CAPSULES CONSUMPTION PRACTICE
Changes in consumer behavior and his constant search for convenience and practicality in products and services stimulated the demand for coffee capsules, a fast growing market in Brazil. However, little is known about consumer behavior and preferences regarding this product, motivating this study. O...
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| Veröffentlicht in: | Revista Pensamento Contemporâneo em Administração 2018-04, Vol.12 (2), p.31-42 |
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| container_title | Revista Pensamento Contemporâneo em Administração |
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| creator | Gandia, Rodrigo Marçal Ferreira, Cassiano de Andrade Guimarães, Elisa Reis Sugano, Joel Yutaka de Rezende, Daniel Carvalho |
| description | Changes in consumer behavior and his constant search for convenience and practicality in products and services stimulated the demand for coffee capsules, a fast growing market in Brazil. However, little is known about consumer behavior and preferences regarding this product, motivating this study. Our aim was to understand the coffee capsules consumption the lens of the Theory of Practice, in order to analyze the specificities that structure this market and guide the behavior of its consumers. Through a qualitative and descriptive study, supported by the conduction of semi-structured interviews and participant observation in virtual groups of these product's consumers, we found that the consumption of encapsulated coffees is conditioned to the disposition of time and company of the interviewees and that the product's quality perception is still low In addition, there is great resistance to the acquisition and consumption of generic capsules. |
| doi_str_mv | 10.12712/rpca.v12i1.1195 |
| format | Article |
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| identifier | EISSN: 1982-2596 |
| ispartof | Revista Pensamento Contemporâneo em Administração, 2018-04, Vol.12 (2), p.31-42 |
| issn | 1982-2596 |
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| source | DOAJ Directory of Open Access Journals |
| subjects | Coffee Consumer behavior Consumers Consumption Culture Food Modernity Product quality Studies |
| title | THE COFFEE CAPSULES CONSUMPTION PRACTICE |
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