Departamento de Tecnología Alimentaria, Centro de Investigación y Desarrollo en Agrobiotecnología Alimentaria, Pachuca Ciudad del Conocimiento y la Cultura, San Agustín Tlaxiaca, 42163, Mexico.
Departamento de Tecnología Alimentaria, CONACyT - Centro de Investigación y Asistencia en Tecnología y Diseño del estado de Jalisco A. C., Guadalajara, Mexico.
J Sci Food Agric. 2021 Mar 15;101(4):1572-1578. doi: 10.1002/jsfa.10776. Epub 2020 Sep 14.
In Mexico, coffee activity is mainly carried out in indigenous zones, involving almost one million people. However, local national coffee consumption is low. This article focuses on the analysis of the effect of consumers' expectations as well as some sociodemographic characteristics on the level of liking of Mexican local coffee. Four coffees from three indigenous zones of Hidalgo, Mexico were evaluated using a nine-point hedonic scale. The samples were evaluated under three conditions: (i) blind, no information given to the consumer; (ii) expected, only information given to the consumer; and (iii) informed, giving information and product to the consumer.
The difference observed between expected and blind condition was significant (P < 0.005) for the three local coffees evaluated, indicating a negative disconfirmation. The local coffees were less appreciated than expected, since the information about the samples created high hedonic expectations among the consumers. The level of education and the place of residence of consumers had a significant influence on their level of liking. Based on demographic characteristics, three segments were found presenting a different pattern of liking.
Consumers had positive expectations towards the local coffee. The sociodemographic characteristics and aspects related to consumption, particularly the experience with the product, are decisive in the expectations concerning the local product. This investigation can be useful to generate marketing strategies according to the demands and needs of the market, making local products to be valued. © 2020 Society of Chemical Industry.
在墨西哥，咖啡活动主要在原住民地区进行，涉及近百万人。然而，当地的全国咖啡消费水平较低。本文主要分析了消费者期望以及一些社会人口统计学特征对墨西哥当地咖啡喜好程度的影响。使用九点喜好量表评估了来自墨西哥哈利斯科州三个原住民地区的四种咖啡。在三种条件下评估了样本：（i）盲测，不向消费者提供任何信息；（ii）预期，仅向消费者提供信息；（iii）告知，向消费者提供信息和产品。
三种当地咖啡的预期与盲测之间的差异具有统计学意义（P < 0.005），表明存在负面的不确认性。当地咖啡的评价不如预期，因为关于样本的信息在消费者中产生了很高的愉悦期望。消费者的教育水平和居住地对他们的喜好程度有显著影响。基于人口统计学特征，发现了三个不同喜好模式的细分群体。
消费者对当地咖啡有积极的期望。社会人口统计学特征和与消费相关的方面，特别是对产品的体验，对当地产品的期望起着决定性作用。这项调查可以根据市场的需求和需求制定营销策略，使当地产品得到重视。 © 2020 化学工业协会。
