Sensory evaluation of commercial coffee brands in Colombia

Edis Mauricio Sanmiguel Jaimes, Igor Barahona Torres and Héctor Hugo Pérez-Villarreal

International Journal of Business and Systems Research, 2015, vol. 9, issue 3, 195-213

Abstract: Colombian coffee farmers have traditionally focused their efforts on activities including seeding, planting and drying. Strategic issues to successfully compete in the industry, such as branding, marketing and consumer research, have been neglected. In this research, we apply a type of sensory analysis, based on several statistical techniques used to investigate the key features of ten different brands of Colombian coffee. A panel composed of 32 judges investigated nine different attributes related to flavour, fragrance, sweetness and acidity, among others. The last section presents the conclusions reached regarding customer preference and brands profiles.

Keywords: sensory evaluation; coffee quality; product segmentation; Colombia; commercial coffee brands; branding; marketing; consumer research; flavour; fragrance; sweetness; acidity; customer preferences; brand profiles. (search for similar items in EconPapers)
Date: 2015
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