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Cafeteria e sua Influência no Consumo do Café na Cidade de São Paulo

2005; Álvares Penteado School of Commerce Foundation; Volume: 7; Issue: 19 Linguagem: Espanhol

1983-0807

Wander Nassif, George Bedinelli Rossi, Mauro Neves Garcia, Roberto Bazanini,

Rural Development and Agriculture

espanolEl cafe es un producto de gran predileccion nacional y en entre los consumidores de este producto se percibe su interes por cafes diferenciados y de calidad. Las evaluaciones del producto se basan en sus posiciones descriptivas, deductivas e informativas. Las caracteristicas percibidas pueden ser intrinsecas como, sabor, aroma, color, apariencia y consistencia; y las extrinsecas, que se refieren a la parte externa que rodea el producto, como el ambiente, embalaje, marca y tambien el pais de origen. Este estudio tuvo por finalidad investigar si las caracteristicas intrinsecas (sabor, aroma, color, apariencia y consistencia) de la bebida cafe y las caracteristicas extrinsecas asociadas al producto estimulan al consumidor a frecuentar cafeterias (ambiente especializado en cafe). Para esto se realizo una investigacion de tipo exploratorio, con estudio de campo y bibliografico y los resultados se trataron por medio del analisis de contenido. Como instrumento de recoleccion de datos se utilizo un itinerario de entrevistas; se entrevistaron 87 personas frecuentadoras de cafeterias. Las cafeterias investigadas se situan en la ciudad de Sao Paulo: dos se situan en un Shopping Center del barrio de Higienopolis y la otra esta en una universidad en el centro de la capital. Los resultados obtenidos demostraron que en primer lugar el sabor y despues el aroma del cafe fueron las caracteristicas intrinsecas consideradas mas relevantes entre los respondentes. Por otro lado, los entrevistados valoraban tambien otros factores como el ambiente agradable, acogedor y refinado. Ambas caracteristicas resultaron complementarias y se considero que estos factores mencionados son los que estimulan al consumidor a frecuentar cafeterias. portuguesO cafe e um produto de forte apelo nacional e tem estado presente nos habitos do consumidor deste produto, denotando uma busca por cafes diferenciados e de qualidade. As avaliacoes do produto se baseiam nas posicoes descritivas, dedutivas e de informacoes do mesmo. As caracteristicas percebidas podem ser intrinsecas como o sabor, o aroma, a cor, a aparencia e a consistencia e extrinsecas, que referem-se a parte externa e que envolve o produto, tais como o ambiente, a embalagem, a marca e tambem o pais de origem. Este estudo teve por objetivo investigar se as caracteristicas intrinsecas (sabor, aroma, cor, aparencia e consistencia) da bebida cafe e as caracteristicas extrinsecas associadas ao produto estimulam o consumidor em frequentar cafeterias (ambiente especializado em cafe). Para tal foi realizada uma pesquisa de carater exploratoria, com levantamento de campo e bibliografico cujos resultados foram tratados por meio da analise de conteudo. Utilizou-se como instrumento de coleta de dados um roteiro de entrevistas e foram entrevistadas 87 pessoas, frequentadores de cafeterias. As cafeterias pesquisadas estao localizadas na cidade de Sao Paulo sendo: duas num Shopping Center do bairro de Higienopolis e uma cafeteria em uma universidade no centro da capital. Os resultados obtidos demonstraram que o sabor, prioritariamente e, depois o aroma do cafe foram as caracteristicas intrinsecas consideradas mais relevantes entre os respondentes. Por outro lado, um ambiente agradavel, confortavel e requintado foram fatores valorizados pelos entrevistados. Ambas caracteristicas se mostraram complementares e estes fatores citados foram os apontados como aqueles que estimulam o consumidor a frequentar as cafeterias. EnglishCoffee is a product of high national demand and has been present in the consumer habits, indicating a great search for distinguished and quality coffees. The evaluations of this product are based on descriptive and deductive positions, also on its own information. The perceived characteristics can be intrinsic such as the taste, aroma, color, appearance and consistency or extrinsic which refers to the outer part that surrounds the product such as the environment, packaging, brand and also the country of origin. This study is aimed at examining whether intrinsic and extrinsic characteristics of coffee drink stimulate the consumer to attend coffee shops (specialized environment for consuming coffee). For such, an exploratory survey was made, using field and bibliographical researches whose results were dealt by the content analysis. One of the instruments to collect data was a program of interviews with 87 people, who regularly attend coffee shops. The specific places are located in Sao Paulo (two of them at a mall in the Higienopolis neighborhood and the other one is at an University campus in the center of the city). The results show that the interviewees considered first the coffee taste, and then the coffee aroma as the most significant intrinsic characteristics. Nevertheless, they recognized value in a pleasant, comfortable and refined environment. Both characteristics have been complementary and the quoted factors were Coffee is a product of high national demand and has been present in the consumer habits indicating a great search for distinguished and quality coffees. The evaluations of this product are based on descriptive and deductive positions, also on its own information. The perceived characteristics can be intrinsic such as the taste, aroma, color, appearance and consistency or extrinsic which refers to the outer part that surrounds the product such as the environment, packaging, brand and also the country of origin. This study is aimed at examining whether intrinsic and extrinsic characteristics of coffee drink stimulate the consumer to attend coffee shops (specialized environment for consuming coffee). For such, an exploratory survey was made, using field and bibliographical researches whose results were dealt by the content analysis. One of the instruments to collect data was a program of interviews with 87 people, who regularly attend coffee shops. The specific places are located in Sao Paulo (two of them at a mall in the Higienopolis neighborhood and the other one is located at a University campus in the center of the city). The results show that the interviewees considered first the coffee taste, and then the coffee aroma as the most significant intrinsic characteristics. Nevertheless, they recognized value in a pleasant, comfortable and refined environment. Both characteristics have been complementary and the quoted factors were mentioned as the ones who stimulate the consumer to attend coffee shops.