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Other Titles: Consumer’s perception regarding to the attributes of differentiation in the rural segment: the coffee in the internal market
Authors: Saes, Maria Sylvia Macchione
Spers, Eduardo Eugenio
Keywords: coffee
differentiation strategy
consumer’s perception.
Issue Date: 2006-09-01
Abstract: Differentiation through added value improvement has been explored by strategy and marketing literature. However, because of the distance between growers, final-consumers and technical features not always easily understood by the consumers, differentiation attributes adopted in agricultural production may not be perceived or valorized by the consumers. The article aims to verify whether the strategies of differentiation of rural coffee growers, through the introduction of products that value the origin or the production process have been noticed by Brazilian consumers. For that purpose, a research was conducted with 300 upper-crust consumers in coffee shops and supermarkets in the capital of the state of São Paulo in March and April 2005. The results demonstrated consumers’ perception, particularly related to the coffees which were produced without the use of pesticides. However, the products differentiated by the attributes of the processing companies brand are perceived as more attractive when compared with those regarding to the region of origin or process of agricultural production.
Institution/Association: Organizações Rurais e Agroindustriais/Rural and Agro-Industrial Organizations>Volume 08, Number 3, September/December 2006
Total Pages: 14
From Page: 354
To Page: 367
Collections:Volume 08, Number 3, September/December 2006

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