PROFILE OF COFFEE CONSUMERS IN A PUBLIC INSTITUTION IN MARÍLIA (SP)

Abstract

This article aimed to investigate the profile of coffee consumers in a public institution in Marília (SP), identifying the factors that influence their purchasing decisions and consumption preferences. The research was conducted in the first quarter of 2024, using a structured questionnaire applied to 117 employees, representing 78% of the total 150 staff members of the institution. Statistical analysis was performed using BioEstat 5.3, considering variables such as gender, age group, education level, and consumption habits. The results revealed that the majority of respondents hold a higher education degree, and their consumption preferences vary between pure and sweetened coffee, with a notable preference for consumption during work breaks and meals. Additionally, there was a greater demand for quality and differentiation in the products consumed. In conclusion, the behavior of coffee consumers in the institution is influenced by cultural and social factors, reflecting a search for sensory experiences and quality. This study contributes to the understanding of the specialty coffee market and can assist in formulating marketing strategies targeted at this audience.