Relevant Variables For Instant Coffee Consumers under a Differentiated Approach

Abstract

The aim of this study is to identify next to the consumers the factors that can influence the instant coffee frequency consumption. To achieve that aim, a research of exploratory nature of the descriptive type has been done and accomplished in two stages with the participation of 211 respondents. The collected data studied by means of structural equations modeling (PLS-PM) demonstrated that the significant variables to the instant coffee consumption are the coffee drink habit and the age. The identification of these variables deployed in individual operational activities constitute the starting point for the value chain analysis, from final consumer to the producer, allowing thus more efficiency for the strategic planning and accuracy in the forecast of the instant coffee consumption and, consequently, the competitive advantage.