Personal values in coffee consumption in capsule
The research sought to identify the personal values that guide the behavior of coffee consumers in capsules, and to discuss them from the perspective of the theory of personal values. It is a qualitative, descriptive research, which used projective techniques, sentence completion and photo-elicitati...
| Autores: | , , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2021 |
| País: | Brasil |
| Institución: | Universidade Federal de Pernambuco (UFPE) |
| Repositorio: | Consumer Behavior Review |
| Idioma: | portugués |
| OAI Identifier: | oai:oai.periodicos.ufpe.br:article/249263 |
| Acceso en línea: | https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/249263 |
| Access Level: | acceso abierto |
| Palabra clave: | personal values projective laddering consumption coffee. consumidor valores pessoais projetivas café. |
| Sumario: | The research sought to identify the personal values that guide the behavior of coffee consumers in capsules, and to discuss them from the perspective of the theory of personal values. It is a qualitative, descriptive research, which used projective techniques, sentence completion and photo-elicitation, together with the laddering in-depth interview technique. LadderUX software was used to analyze the data and results. The results identified the values: benevolence of care, self-direction by action, achievement, personal security and hedonism; relevant to the consumption of coffee in capsules. In addition, the use of projective techniques and Laddering were effective in identifying the attributes considered positive by consumers. The theoretical contribution refers to the combination of the means-end chain theories and personal values. Methodologically, the contribution refers to the combination of projective techniques and the Laddering technique. As for managerial implications, the study provides guidance for building marketing strategies for product marketing. And, socially, the search for consumers to attend final stages of existence through consumption was identified, consequently, the relationships with the brand in order to enjoy and meet its values and beliefs. |
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