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Abstract
Reduction in coffee consumption has required from coffee organizations the development of
marketing techniques so as to creating value to their product as well as reaching consumer’s satisfaction. This
work aimed at identifying questions on coffee consumers’ desires, perceptions, preferences and habits in
Lavras, MG. The conclusive/descriptive research model was used, by means of which primary data were
gathered through personal/individual surveys using structured questionnaires. It was verified that consumers
are not loyal to coffee brands and that the determining factors in theirs choices are taste, price and yelding.
Packaging must feature information on production site, manufacture and expiration dates, type, product
classification, as well as information on the warrant stamp, yelding and brand.