Analisis Del Pocicionamiento Del Cafe
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Publicado: 30 de abril de 2012
ANÁLISIS DEL POSICIONAMIENTO DEL CAFÉ EN EL MUNICIPIO DE MAYAGÜEZ, PUERTO RICO Por: Ingrid Bernal Lozano Tesis sometida en cumplimiento a los requisitos para el grado de MAESTRO EN CIENCIAS en Economía Agrícola UNIVERSIDAD DE PUERTO RICO RECINTO UNIVERSITARIO DE MAYAGÜEZ 2008
Aprobado por:
_______________________________________ Jorge A. González, Ph.D. Presidente, Comité Graduado_______________________________________ Carmen Iris Álamo, M.S. Miembro, Comité Graduado _______________________________________ María del Carmen Librán, Ph.D Miembro, Comité Graduado _______________________________________ Edna Negrón, Ph.D Representante de Estudios Graduados _______________________________________ Jorge A. González, Ph.D. Director Departamento de Economía Agrícola
PR EV
IE________________ Fecha ________________ Fecha _________________ Fecha _________________ Fecha _________________ Fecha
W
1455915 Copyright 2008 by Bernal Lozano, Ingrid All rights reserved
PR EV
2008
IE
1455915
W
Abstract The main objective of this investigation was to determine the consumer perception of the Mayaguez 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 werecoffee 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 people over 18 years old and their income fluctuated from $2,001 to $5,000 a (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 adark beverage (5.40%). After the respective statistical analysis it was found the consumers did not know the difference between gourmet and regular coffee.
PR EV
ii
month. The remaining 16.60% were non-coffee drinkers; mostly dislike it
IE
residing in the urban area. Their household composition mostly comprised two
W
On the other hand, the study included patterns ofconsumption, 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 tothe 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.
(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 thestore (37.80%). A good packing is perceived to be in waxed paper (47%) nevertheless, some think that canned specific brand (81.10%).
PR EV
iii
coffee is better (25.4%). Few consumers have seen local TV Ads promoting a
IE
W
The general perception of coffee is bound toward preferring regular coffee
Resumen El objetivo principal de esta investigación consistió en determinar la...
Aprobado por:
_______________________________________ Jorge A. González, Ph.D. Presidente, Comité Graduado_______________________________________ Carmen Iris Álamo, M.S. Miembro, Comité Graduado _______________________________________ María del Carmen Librán, Ph.D Miembro, Comité Graduado _______________________________________ Edna Negrón, Ph.D Representante de Estudios Graduados _______________________________________ Jorge A. González, Ph.D. Director Departamento de Economía Agrícola
PR EV
IE________________ Fecha ________________ Fecha _________________ Fecha _________________ Fecha _________________ Fecha
W
1455915 Copyright 2008 by Bernal Lozano, Ingrid All rights reserved
PR EV
2008
IE
1455915
W
Abstract The main objective of this investigation was to determine the consumer perception of the Mayaguez 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 werecoffee 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 people over 18 years old and their income fluctuated from $2,001 to $5,000 a (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 adark beverage (5.40%). After the respective statistical analysis it was found the consumers did not know the difference between gourmet and regular coffee.
PR EV
ii
month. The remaining 16.60% were non-coffee drinkers; mostly dislike it
IE
residing in the urban area. Their household composition mostly comprised two
W
On the other hand, the study included patterns ofconsumption, 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 tothe 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.
(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 thestore (37.80%). A good packing is perceived to be in waxed paper (47%) nevertheless, some think that canned specific brand (81.10%).
PR EV
iii
coffee is better (25.4%). Few consumers have seen local TV Ads promoting a
IE
W
The general perception of coffee is bound toward preferring regular coffee
Resumen El objetivo principal de esta investigación consistió en determinar la...
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