Flavor and wellbeing : relationship between product ' s attributes and consumers ’ personal values of regional coffee brands

This paper aims to evidence the cognitive structure of values of customers of regional brand from the South of Minas Gerais and Triângulo Mineiro regions. It aimed to identify perceptions about attributes, consequences, values and connections among these elements through a hierarchical map of values (HVM). The laddering technique helped in the collection, analysis and interpretation of field data. Thirty four in depth interviews were conducted in 7 retail stores, from the cities of Uberlândia and Lavras, in 2008. Results show that the brand’s regional aspect consists in a buying determinant. The HVM shows that personal values, such as: well-being and self-accomplishment might be reached through attributes perceived in the brands. Such perception is shown, mainly, in the chains which originate in the attributes: ‘from the region’, ‘sensorial characteristics’, ‘pure food’ and ‘cheaper product’. These chains may bring important orientations to marketing practice in such industry.


INTRODUCTION
onsumers show growing preference for food products because of the typical characteristics of certain regions of origin.This relationship between origin and desired attributes can enhance levels of loyalty to regional brands (SCHLEYERBACH;ALVENSLEBEN, 1998;ENKE;GEIGENMÜLLER, 2004;ONOZAKA;NURSE;MCFADDEN, 2010).
The regional brands are characterized for having distribution in some regions and do not cover the entire national territory (BRONNENBERG; DHAR; DUBE, 2007;AMA, 2009).Another supplementary definition assumes that the regional brands are endowed with typical attributes of a particular country or region and are recognized in different geographic regions due to such unique characteristics (SCHLEYERBACH;ALVENSLEBEN, 1998;ENKE;GEIGENMÜLLER, 2004;ORTH;WOLF;DODD, 2005.)Therefore, in the latter definition, there is no geographical restriction as to distribution.In this paper, we analyze brands as the first definition of a regional brand, i.e., related to the proximity between the regions of production and distribution.Thus, consisting of brands that do not cover the national market in terms of distribution.
Bronnenberg, Dhar and Dube (2007) point out that studies on regional demands are important for the development of marketing strategies aimed at covering specific regions or that draw attention to variations of preference between regions where the product is distributed.Despite the growing consumer preference for regional food brands, research in this field are still restricted (SCHLEYERBACH;ALVENSLEBEN, 1998;ENKE;GEIGENMÜLLER, 2004).In this context, it is necessary to understand consumer perceptions during the purchase decision process.Information on the cognitive structure of consumer values can subsidize the development of marketing strategies and new product development; which would represent benefits to manufacturers and retailers who work with regional brands.
This article aims at highlighting the values of the cognitive structure of consumers in relation to regional brands of coffee, in the regions of the Triangulo Mineiro and Southern Minas Gerais.Specifically, we intend to identify the attributes, consequences and values that characterize consumer perceptions and their connections between these elements, through the development of a hierarchical map of values.Thus, we adopted the perspective of Means-end Chain (GUTMAN, 1982), in conjunction with the laddering technique (REYNOLDS; GUTMAN, 1988), who supervised the collection, the analysis and the interpretation of research data.
BBR, Braz.Bus.Rev. (Engl.ed., Online), Vitória, v. 9, n. 3, Art. 6, p. 119 -140, jul.-sep. 2012 www.bbronline.com.brThe paper is organized as follows: first, the theoretical framework that deals with definitions and general characteristics of the brands is presented, in addition to theoretical considerations about regional brands and food consumers.Then, we present the methodological procedures adopted in the study and the characteristics of the laddering technique.Afterwards, we discuss and analyze the survey results, including interpretation of the hierarchical map of values.Finally, we present the conclusions and suggestions for future research.

BRANDS: DEFINITION AND CHARACTERISTICS
The idea of brand is age-old, it has existed since the time of the exchange markets in the Middle East and the craft and trade guilds in Western Europe.The strengthening of the concept of "brand" such as is understood today, took place from the establishment of the Union of Industrial Property Convention established at the Paris Convention after the Industrial Revolution, in 1883 (OLIVEIRA, 2005), which began to protect the "marked" products of certain manufacturers to ensure quality and Confidence of traded items (AAKER, 1998).In this period, large industrial companies arose, and brands became known worldwide (SOUZA;NEMER, 1993).
Authors like SOUZA and NEMER (1993), AAKER (1998), ROCHA and CHRISTENSEN (1999), OLIVEIRA (2005) and, DE CHERNATONY (2005) use the definition of proposed brand, in 1960, by the American Marketing Association (Ama), according to which "brand" is the name, term, sign, symbol or drawing, or a combination thereof, which aims at identifying the products or services of a seller or group of sellers and differentiate them from goods or services from the competition.
According to Aaker (1998, p.7), the "brand indicates to consumers the origin of the product and protects, both the consumer, and the manufacturer, from competitors who offer products that look identical."Thus, brands can be interpreted by customers as a logo, a company (especially when associated with the same name), a risk reduction (promotes Confidence), a position, a personality, a set of values, identity, an image or a relationship (DE CHERNATONY, 2005).
According to Arnold (1992), the brand is, basically, essence, attributes and benefits.
The essence of the brand is an element of easy understanding, it is the brand's personality, i.e., what makes a certain brand is distinct from the others.The consumer can become loyal to that aspect of the brand.Then, the consumer observes the benefits brought by the brand and compares their needs and desires.Only after that, the consumer will examine the attributes of the brand.
The inherent value of brands is loaded with symbolic meanings, perceived by the consumer, that go beyond the physical product or service performed (WEBSTER Jr., 2000).
Thus, the purchase of some products depends more on social and emotional meaning of the brand than the functional utility of the product (DE CHERNATONY, 2005).
The consumer's perception about a particular brand is a key factor for the acceptance of this brand.This means that the strength of the relationship between consumer and brand reflects the interaction between the physical and psychological needs of consumers, functional attributes and symbolic values of the brand perceived by the consumer (ATAMAN; ÜLENGIN, 2003).
It may be noted that a brand, in broad perspective, is a very complex symbol that adds to its concept, a series of attributes, consequences, values, cultures and personalities, which differ according to the strategy and target audience.Thus, it is made necessary to deepen the concepts its attributes, consequences and values, as well as, the connection between these elements, according to consumer perception.

Regional brands and food consumers
The regional food brands provide value perception by means of typical attributes of a particular geographic region that lead to respective benefits (consequences) for the consumption of these attributes.The regional brand products are mainly characterized by being produced and distributed in certain regions, with no national or international coverage (BRONNENBERG; DHAR; DUBE, 2007;AMA, 2009).Although, some authors, like Enke andGeigenmüller (2004), Orth et al. (2005), highlight the existence of companies that commercialize nationally and / or internationally, aiming at gaining competitive advantages related to the positive image of the geographical origin.
A third aspect of the study of regional brands regards the implementation of regional brands in industrial clusters in order to strengthen the bargaining power of the producing region through the use of attributes to strengthen the regional brand (XIONG; WANG, 20 07).
There is also, a fourth area of research, in that scope, which constitutes governmental regulation to stimulate the creation and strengthening of regional brands (YKUTA et al., 2006;RAUSCH, 2008).According to these authors, these government actions can: 1) demonstrate the differentiation of regional attributes in the external market, 2) strengthen its exports, and 3) generate recognition and desire of these attributes in other regions of the country.Lewis and Stubbs (1999) point out that some companies holding regional brands adopt expansion strategies and begin to distribute them nationally or internationally.In that transition, the brand continues to be positioned based on typical attributes, preferred in a given region.There are cases in which product and advertising strategies are modified to demonstrate different features of the same product in different regions.In addition, Geigenmüller and Enke ( 2004) argue that regional brands can actually be recognized and valued in global markets.Lewis and Stubbs (1999), Enke andGeigenmüller (2004), Orth et al., (2005), suggest that consumers relate desired attributes of quality with products and brands in certain regions.
Therefore, these brands become an influencing factor in the purchasing decisions of certain groups.Traditionally, food is the main segment of products whose appeal of the place of origin can be transmitted more strongly to the brand.According to Kahn (1981), cited by Sijtsema et al., (2002), foods carry symbolic meanings and have a social and psychological representation that goes beyond their nutritional value, which becomes secondary to many consumers.Thus, people have a physiological need for food, but in addition, they also have social and psychological needs.
In order to improve the understanding of these cognitive connections, Table 1 presents a theoretical review about factors that influence the consumption of regional brands.Thus, features and effects were identified, which represent features of the symbolic meaning of regional brands, as perceived by consumers and entities involved in this market.

Enke e
Image of tradition, quality assurance (deeply know the product they are consuming and its production process).Development of sustainability of the regional economy, as well as the welfare of the population living in rural production areas.Consumers are willing to pay more for food that was produced locally, because they have pride in their region.Moreover, they believe it benefits the region and local producers.

Food
Regional brands of beer that contribute to young Poles to express their identity, also their moral obligation to buy local brands and strengthen the development of their region.

Food stuff United States
Beer Poland

CHART 1. THEORETICAL REVIEW OF FACTORS INFLUENCING THE CONSUMPTION OF REGIONAL BRANDS.
Source: Bibliographic research.
By analyzing Table 1, we can see three basic attributes related to regional brands: -Being regional: people have pride of the place of origin of the product, proud of where they live or were born.People have confidence because they know the brand and the production process.The brand is related to typical characteristics of the region of origin of the product.Notion of exclusiveness, differentiation (ALAVOINE- MORNAS, 1997;TYRAN, 2007;XIONG;WANG, 2007;DURRIEU, 2008;CHLIVICKAS;SMALIUKIENÉ, 2009;MESSELY et al., 2009;HWANG;BRONNENBERG;THOMADSEN, 2010;ISHIDA;FUKUSHIGE, 2010;HU et al., 2011).
-Lowest price: regional brands have lower price compared to traditional brands (ORTH et al., 2005).
Although citing and defining various attributes and consequences related to regional brands, the bibliographic research does not address the extent of personal values, as well as, the connection between the elements perceived by the consumer.For this matter, there is no need for explanations on the connections between these elements pertaining to regional brands.Besides this limitation, we observed, among the found publications, lack of Brazilian studies addressing the importance of the topic, both for regional development, and to the satisfaction of people with habits of consumption of products from their own region.

METHODOLOGICAL PROCEDURES
This topic outlines the methods used to collect, analyze and interpret research data, in particular the qualitative laddering technique, which was taken as basis on such procedures.It should be noted that the concept of regional brand, adopted here, regards brands whose distribution is restricted to a few states of the federation, and whose share of sales in the state of Minas Gerais is higher than 50.0% of total company sales.National brands, in turn, are those who possess expertise and significant presence in several states of the federation, as the concept of Kapferer (2004).
Thirty four interviews were conducted with consumers of coffee brands, distributed in the Triangulo Mineiro region and Southern Minas Gerais.Were only interviewed people who bought these products at the moment of approach, and that do the same at least once a month.
The interviews were conducted in four retail stores, in the city of Lavras, and three in the city of Uberlândia, from September to December 2008.All interviews were audio recorded, transcribed and submitted to content analysis for grouping synonyms and attribution of short codes for each synonym.This procedure was intended to determine which elements (attributes, consequences and values) were perceived by consumers and which attributes led to certain consequence and value scales.
The guidance for the collection, interpretation and data analysis came from the assumptions of literature on laddering, which is characterized as a qualitative research technique used by many researchers to study the structure of values involved in the process of consumer buying decision, or his perception of value of a certain product.To that end, the technique was used by Reynolds and Gutman (1988); Gutman (1991) (2008).Laddering is a methodological basis, the Theory of Means-End Chain, which assumes that the consumer has the perception of attributes, consequences and values related to a product or brand.Thus, it is necessary for the interviewee to reveal, naturally, the reasons for the consumption of specific goods or in a specific location (GUTMAN, 1982).According to Reynolds and Gutman (1988) the laddering phases, include: of consumer perception through questions like: "Why is this important to you?" repeatedly, i.e., as the interviewee reveals the perceived attributes, he is asked about such importance, until his personal values related to these attributes are revealed.Through these repetitive questions, it is possible to highlight the reasons of the importance of an attribute in consumer perception; analysis and standardization of identified terms (codes) in the interview.
Distinction between attributes, consequences and values.In the item on the research results (item 4), the codes are called synonyms in adaptation to the national literature; In the stage of construction of MHV, the cut-off, which eliminates the links below a particular incidence, must be set.Such determination may vary depending on the amount of relationships among attributes, consequences and values btained.This variation should be relative facing the frequency of relationships found in the content analysis.Thus, the recommendation of Reynolds and Gutman (1988) is taken regarding the cut-off, which should cover between 75% and 80% of the relationships shown in the implication matrix.Thus, relationships with low incidence, and consequently, not significant are not highlighted.
Beyond this recommendation, it is suggested that the map has sufficient clarity in order to facilitate viewing of the main chains (REYNOLDS; GUTMAN, 1988;MAKATOUNI, 2002;VILAS BOAS, 2005;PIMENTA et al., 2008).Before these recommendations, we used cutoff 3, which covered 72.4% of the relationships, and provided a coherent MHV, composed of elements of incidence greater than or equal to 3. According to Gutman and Reynolds (1988), the last step of the analysis is to identify the dominant value orientations, i.e., which MHV chains are more relevant in order to observe those that most contributed to the result.
In aid to the use of laddering, the Mecanalyst software, developed and used by Naspetti and Zanoli (2004), collaborated on building the matrix of involvement and the hierarchical map of values, derived from data obtained in the field research.

ANALYSIS AND DISCUSSION OF RESULTS
As mentioned in the methodological aspects, we interviewed 34 consumers of regional brands of coffee, in two cities in Minas Gerais.It is worth commenting briefly, on the profile of these respondents.An interesting finding is that the majority of respondents ( 24) corresponds to people born in the cities surveyed, or who have been living in them for over 20 years.This may indeed collaborate with a preference for regional attributes, but lacks future research that can affirm and to characterize this relationship.The process of content analysis and codification has identified 26 synonyms, classified into 6 attributes, 13 consequences and 7 values.These synonyms are species of grouping codes of consumers' views on the attributes of the regional brand coffees and its relationship with their personal values.Table 2 presents these synonyms and its classification as attributes, consequences and values.
Attribute 1 (sensory characteristics) represents the flavor and aroma of coffee from a regional brand, which, according to consumers, it is stronger and more full-bodied than the national brands.Attribute 2 reflects the perception of a coffee that is produced, packaged and distributed regionally, and highlights the consumer's familiarity with the brand.Attribute 3 represents the perception that products have a practical and safe packaging.More affordable prices are perceived by consumers of these products (attribute 4).Attribute 5, "purity of the food" corresponds to the absence or the reduced presence of impurities and mixtures (cereals, twigs, inferior coffee beans) that may impact flavor and aroma.The quality, represented by attribute 6, corresponds to the adequacy of roasting and grinding, both at medium level not to harm the economy and taste (in brown tones, not to be too bitter).Regarding consequences, the confidence that the consumer places on the brand is represented by the consequence 7.For various reasons, the consumer is motivated to consume more quantities (consequence 8).There is concern among consumers, about the socialeconomic regional development, represented by consequence 9.There is desire for vitality, which represents the need for greater performance at work and personal activities (consequence 10).These consumers desire consequences such as: saving money, no medical or medicine expenses and purchasing non-routine items (cars, recreational items, travel, other foods), also, they appreciate reaching pleasure in food.The production represents a careful prior knowledge of consumers about the manufacturing process of the company, which must be sanitary and clear as to mixtures of other elements to coffee.Consequence 16 represents the feeling of satiety and the ability to stay awake, provided by coffee.Also, consumers wish to obtain Health and Confidence (lack of uncertainty about the origin and poor quality).
Consequence 19 (value added to my birth land) represents emotional aspects, not economic ones that link consumer preference to the origin of the brand.
Out of the personal values identified, item 20, "Self-fulfillment" represents the sense of feeling useful, self-sufficient, acknowledged, achieving personal goals, while 21, "welfare" corresponds to the pursuit of pleasure in one's own life and family.Value 22 represents concern for health, culture, the study, economy and the general welfare of the regional society, towards a better place to live.Values 23 (happiness) and 24 (nostalgia) means an appreciation of personal states of joy and the search for elements of life in childhood / youth, especially those who were raised in rural areas and relate regional coffee to this context, respectively.Value 25 (quality of life) represents the search for pleasure, absence of routine frequenting bars and restaurants.Value 26 represents the valuation of longevity.
The elements have been grouped to form sequences of links between attributes that lead to certain consequences and, then, to certain values.The groupings, which form a common cognitive perspective, are defined as chains.
As mentioned in the method, we created a matrix of implication, which allows the numerical analysis of relationships between the elements (attributes, consequences and values) and provides coordinates for the construction of the hierarchical map of values.The matrix of implication consists of involvement in a structure of columns and rows, being one column and one row for each coded element (synonym), in a sequential manner from the number of codes assigned.It corresponds to the representation of scales (ladders) of elements which were obtained through interviews and content analysis.Each cell contains the number of times that a code leads to another, directly or indirectly.The records of the matrix serve as coordinates for the construction of the hierarchical map of values (MHV), which is the aggregation of scales that reached incidence above the cut-off, in the perception of values and which attributes / consequences lead to them (REYNOLDS, GUTMAN, 1988).
The hierarchical map of values, obtained from these scales, suggests a way to express the kinds of behavior of the interviewed audience, and contains rectangles that represent attributes (dark color), consequences (intermediary color) and values (light color) as well as the numeric code set to the element and, the amount of direct links (nr).

Hierarchical map of values
Figure 1 shows the hierarchical map of values (MHV) in which a total of 39 chains, starting with 5 attributes, with connections of 6 personal values, was identified.From the 521 connections between the 26 elements found in content analysis, only 377 links between 23 elements appear on the map, due to the application of cut-off, which covered 72.4% of total connections.consumers' perception that regional brands are like a cultural trait valued by the inhabitants of the areas surveyed.Moreover, there is a relationship of trust with the brand, motivated by knowledge about the origin of it.This attribute, which initiates 11 chains, is the only from MHV that allows both the scope of collective values (welfare of the population), and individual values (welfare, quality of life and self-fulfillment).
Chains 2-7-17-12, 2-7-17-10-21, 2-7-17-10-20; 2-7-18-10-21; 2-7-18-10-20 and 2-7-17-25 explain that the consumer appreciates the fact that the brand is from the region, and that creates the possibility of knowing the production process, and even the people who work in their production.Those consumers identify these as healthier products, and, by obtaining health, there is a higher quality of life, wellness and personal fulfillment.also show the relationship between a brand "' from the region'" and values of "'self-fulfillment'", well-being and quality of life, but in such cases, the consumer reaches these values because he knows the production process (consequence 15), the people who produce, or the owners of the factory themselves.Thus, the consumer relies on the origin, hygiene and seriousness of the production process.
The only scale of MHV to reveal a relationship of value of the consumer with nonindividualistic concerns was 02-09-22, that shows a consumer concerned about consuming products with brands from the region, with the expectation that such a habit that can stimulate the development of regional economy.Such a development could bring social benefits to the inhabitants of the region, such as: employment growth, income, reducing violence, valuing producers in the region and reduction of pollution (because the trucks will travel shorter distances between the factory and the retail store).
Attribute 6, "quality" for the respondents, means that he values products that are replaced on the shelf more often i.e., they are always complete, without seeming "a spoiled or moldy product".Moreover, products are perceived to be more nutritious and concentrated.
These features imply the formation of 4 chains, which are 6-14-8-21, 6-14-16-23, 6-14-16-10-21 and 6-14-16-10-20.These chains denote the connection that the consumer perceives between a recent and integrate product on the shelf, with the pleasure of eating food and physiological satisfaction that the consumption of quality coffee provides.These items have connection with the values: wellness, self-fulfillment and happiness.
The final analysis, 4, "lowest price" corresponds to the perception of consumers that products of regional brands have lower prices than national brands.In this sense, the consumer believes that the lowest price generates monthly savings, in the purchased amount.
Provided with such a surplus of money, the consumer is able to buy other items, less It is noticed that several attributes and consequences, contained in Table 3, were mentioned by the authors of the literature on the subject, however, the present study examined, in addition, the size of consumers' personal values.In addition to that, the results show the connection among these three elements as a way to explain the reason of the consumption from the perspective of the consumer's perception on regional foods and what they represent to one's life.

FINAL CONSIDERATIONS
The MHV presents cognitive relations that have important managerial implications for the performance of products / brands associated with the regional aspect.It is observed that the strong relationship between the attributes 1, "sensory characteristics", and 5, "purity of food", triggering chains 1-5-14-16-10-21 and 1-5-11-13-21 presents the joint strength of intrinsic (color, appearance, flavor, etc.) and extrinsic (price, place of origin, etc.) attributes of food (SIJTSEMA et al., 2002).Under the marketing perspective, these two chains represent the most appropriate way to achieve customer satisfaction.Thus, manufacturers and retailers should pay attention to the cognitive links between these chains that represent the core of the perceived value of coffee consumers.Therefore, it is suggested that the communication activities of the position of regional brands follow the same "cognitive way", in the attempt of They are well-known brands, and therefore generate confidence, due to the belief that they provide health and wellness, as obtained from past experience.
Reach of well-being (tranquility and personal enjoyment and / or family), through the ability to buy diversified and non-uneventful items.Extra purchase is provided by the savings generated by the lower prices of regional brand products.Perception that regional brand coffee yields more in the preparation, reducing the expenditure of powder.Moreover, it does not have impurities, or mixtures thereof (twigs, leaves, cereals), and, therefore, it is a more concentrated and flavorful coffee.
Consumer concern about purer, unblended food, in order to achieve greater efficiency in the preparation and saving money.With this economy you can buy other nonuneventful items and reach states of personal and family welfare.Pursuit of pleasure in eating.
Fresh food in the counter, which spends less time between the manufacture, transport and supermarket, due to the proximity of the retail store and factory.Furthermore, there is a belief that this product has more nutrients than national brands.
This attribute may lead the consumer to personal pleasure, to reach personal goals and self -sufficiency (not dependent on others in old age or in illness conditions).
Development of the regional economy, consumers feel they have proper conduct to the development of the region.