Insights of Brazilian consumers' behavior for different coffee presentations: An exploratory study comparing hard laddering and completion task

Coffee is one of the most appreciated beverages worldwide. However, little is known about the factors that motivate the consumption of coffee in the form of capsules (CC), roasted beans (CB), and powder (CP). Thus, qualitative methodologies such as of completion task (CT) and hard laddering (HL) were used in this study to help understand the motivations that drive the choice of different coffee presentations. The results obtained show that CP...