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Campo DCValorIdioma
dc.creatorGandia, Rodrigo Marçal-
dc.creatorSugano, Joel Yutaka-
dc.creatorVilas Boas, Luiz Henrique de Barros-
dc.creatorMesquita, Daniel Leite-
dc.date.accessioned2019-04-23T13:57:23Z-
dc.date.available2019-04-23T13:57:23Z-
dc.date.issued2018-
dc.identifier.citationGANDIA, R. M. et al. Beverage capsule consumption: a laddering study. British Food Journal, Bradford, v. 120, n. 6, p. 1250-1263, 2018.pt_BR
dc.identifier.urihttps://www.emeraldinsight.com/doi/full/10.1108/BFJ-07-2017-0401pt_BR
dc.identifier.urihttp://repositorio.ufla.br/jspui/handle/1/33733-
dc.description.abstractPurpose The purpose of this paper is to analyze consumer behavior based on the structures of attributes, consequences, and values identified by consumers of beverages obtained from capsules. Consumers of the brands Nescafé Dolce Gusto and Nespresso capsule-based beverages were selected, and comparatively analyzed to understand the possible differences perceived by the consumers of each brand. Design/methodology/approach Based on a soft laddering technique, 27 in-depth interviews were carried out among the users of Nespresso and Dolce Gusto. This technique allowed differentiating the attributes of each brand, as well as defining common/cumulative elements. Findings Individual values of achievement and personal pleasure, mainly reached through better living standards, were dominant for all consumers. Dominant chain analysis results showed the perceptions of consumers were different for each brand. Generally, both brands’ consumers seek quality and practicality. However, Dolce Gusto delivers a product perceived as having more functional benefits, thus serving consumers seeking more variety when it comes to different types of beverages. On the other hand, Nespresso serves a more selective niche market, whose consumers rather value brand quality and reliability. Originality/value The characteristics and product specifications show similarities with food consumption trends, which justify the growth of this market in recent years. Therefore, strategies and the consumers’ demand for the capsule market show a promising trend on the coffee and drinks market in Brazil, deserving special attention from both companies and producers.pt_BR
dc.languageen_USpt_BR
dc.publisherEmerald Publishing Limitedpt_BR
dc.rightsrestrictAccesspt_BR
dc.sourceBritish Food Journalpt_BR
dc.subjectConsumer behaviourpt_BR
dc.subjectBeverage capsulespt_BR
dc.subjectChain means-endpt_BR
dc.subjectComportamento do consumidorpt_BR
dc.subjectCápsulas de bebidaspt_BR
dc.subjectCadeia meios-fimpt_BR
dc.titleBeverage capsule consumption: a laddering studypt_BR
dc.typeArtigopt_BR
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