Encapsulating Values

The capsule drinks market is growing exponentially. Although the trends are optimistic, little is known about the consumer behaviour that permeates users of capsule drinks machines. Understanding this behaviour means guiding organisational strategies along more promising paths through marketing work. In this sense, this book seeks to contribute strategies and insights for coffee producers and entrepreneurs or researchers in the capsule drinks segment who are looking to understand the perceptions of consumption of this product. To do this, the Laddering technique was used, which provides associative relationships between product attributes, consequences perceived by users and their connection with personal values, which are representative motivations for consumption. In this book you will find a step-by-step manual for applying Laddering, exemplified by users of two of the world's largest capsule drinks machine companies, Nespresso and Nescafé Dolce Gusto, as well as a comparison between consumer responses and brand distinctions.

Autorentext
Rodrigo Marçal Gandia is a PhD student in Business Administration at the Federal University of Lavras. Dr Joel Yutaka Sugano is a Professor of Business Administration at the Federal University of Lavras. Dr Luiz Henrique de Barros Vilas Boas is a Professor of Business Administration at the Federal University of Lavras.