Juan valdez. enjoy a good coffee

In the same way the author evaluate wine quality, I propose that the perceived quality of coffee in Taiwan is a function of the intrinsic clues and extrinsic clues, which are defined by theprice, country of origin and customer experience
Background Motivation My principal motivation in to help Juan Valdez to extend the positioning of Colombian Coffee in Asian marketsbecause the National pride, and because the more knowledge about Colombia, its firms and their products, the more easy to get a job or success in a business for a Colombian living in Taiwan.Purpose
Problematic
The most extended brands of coffee suppliers in Taiwan, both roosters and retails, dismiss country of origin as a quality factor, affecting the demand andperceived quality of Colombian Coffee, even making it almost unknown by Taiwanese consumers.
Hypothesis H1: Colombian Coffee as country of origin denominations is by itself strong enough tomotivate coffee consumer to prefer its consumption over other coffee regions.
H2: The extrinsic clues are predominant in Taiwanese coffee market.
H3: Informational advertising will moveconsumers to Colombian Coffee products (not necessarily in Juan Valdez)
Methodology
Data
The data will be collected from 32 coffee shops in the most prestigious allocation in Taipei,Taizhong and Kaohsiung.
BIBLIOGRAFIA
VEALE, Roberta and QUESTER, Pascale. Do consumers expectation match experience? Predicting the influence of price and country of origin onperception of product quality. International Business Review No 18, 2009. P 134-144.
MARCH, Elizbeth and HOPPERGER, Marcus, Making the origin count: Two Coffees. World Intelectual PropertyOrganization Magazine. Septiembre 2007.
WOLFF, Michael and OLINS, Wally. New Brands of the Future. Financial Times, July 2009.
Juan Valdez, La estrategia detras de la marca....