Classificação dos consumidores brasileiros de cafés especiais conforme critérios de compra e motivações para o consumo via análise de classe latentes

Abstract

The specialty coffee market has experienced strong expansion in Brazil, driven by changes in consumer profiles and the increasing demand for quality, traceability, and sustainability. In this context, this dissertation aimed to segment the specialty coffee consumer market in Brazil by identifying latent profiles associated with consumption motivations and purchasing decision criteria. The study was based on data from a questionnaire applied to 900 consumers, developed by researchers from the Universidade Federal de Lavras (UFLA) in partnership with the Instituto Agronômico de Campinas (IAC), containing ordinal scale questions on sensory attributes and purchase criteria. Specialty coffees were defined as those that differ from traditional coffee through sensory attributes such as flavor and aroma, as well as characteristics linked to origin, certifications, and sustainable practices. Scale reliability was verified using Cronbach’s Alpha coefficient, with values above 0.80, indicating adequate internal consistency. Segmentation was performed using Latent Class Analysis (LCA), which identified four consumer profiles for both consumption motivations and purchasing decision criteria, with model selection based on Akaike Information Criterion (AIC) and Bayesian Information Criterion (BIC). Complementary hierarchical cluster analyses resulted in less consistent segmentations, reinforcing the adequacy of LCA to capture latent consumer heterogeneity. The identified profiles ranged from enthusiastic and technically demanding consumers, who value attributes such as origin, certification, and processing methods, to more pragmatic groups sensitive to price and brand. The results revealed that attributes related to consumption pleasure, such as flavor, aroma, and sensory experience, are relevant across all profiles, while functional motivations, such as energy gain, show heterogeneous importance among segments. Furthermore, the desire to become a specialist proved to be an important element, highlighting niches of more engaged consumers. This dissertation provides relevant insights for the development of segmented marketing strategies, product positioning, and strengthening the specialty coffee market in Brazil.