Bernal-Lozano, Ingrid

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    Análisis del posicionamiento del café en el municipio de Mayagüez, Puerto Rico
    (2008) Bernal-Lozano, Ingrid; González-Soto, Jorge A.; College of Agricultural Sciences; Álamo, Carmen Iris; del Carmen Librán, María; Department of Agricultural Economics and Rural Sociology; Negrón, Edna
    The main objective of this investigation was to determine the consumer perception of the Mayagüez residents to the regular coffee against its gourmet counterpart. The sample size was 241 consumers. A questionnaire was designed. Respective interviews were made at the entrance of nine major retailers in the area. The information was analyzed in a descriptive manner, estimating data ranges, frequency distribution and proportions, central tendency measurements, cross variables and chi square tests for accuracy. It was found that only 83% of the consumers were coffee consumers. The majority were females (49.40%) with ages between 25 and 34 years, married with a scholar level of a bachelors degree, hired as professionals; generally residing in the urban area. Their household composition mostly comprised two people over 18 years old and their income fluctuated from $2,001 to $5,000 a month. The remaining 16.60% were non-coffee drinkers; mostly dislike it (42.50%). Most consumers revealed never have tasted gourmet coffee before (23.20%); those who made an opinion argued about its high cost (13.70%). Meanwhile others defined it accurately, as a one which its grains have higher quality, maturity or better choice (11.60%); and as 100% Arabic (1.20%). About the perception of the regular coffee, consumers understand that is a regular used coffee (25.30%), with good taste (13.30%); others qualify it as strong (12.90%); others as bland (10%), and very few describe it with good aroma (5.40%), and as a dark beverage (5.40%). After the respective statistical analysis it was found the consumers did not know the difference between gourmet and regular coffee. On the other hand, the study included patterns of consumption, taste and preferences, purchase and positioning. It was found that the consumers mostly drink coffee as a habit (43.80%), mainly at home (98%) generally one cup a day (35%) at breakfast (82.60%) preferring it with milk and sugar (71.10%). The housewife makes the choice on what coffee to purchase (43%) buying a pound every two weeks (22.40%). Twenty one percent of the consumers are related to the flavored coffees, mostly vanilla (72.10%). In the last 10 years coffee consumption among families has been the same. Twenty nine percent of the consumers considered tea as a substitute product. The general perception of coffee is bound toward preferring regular coffee (87.10%), mostly ground (97%). Yaucono Coffee is perceived as higher quality coffee (38%). Consumers are loyal to their preferred brands (78%) but preference is limited by the availability within the store (37.80%). A good packing is perceived to be in waxed paper (47%) nevertheless, some think that canned coffee is better (25.4%). Few consumers have seen local TV Ads promoting a specific brand (81.10%).