La incidencia de la denominación de origen en el comportamiento de compra del consumidor de café en año 2021

Abstract

Abstract: The purpose of the research is to determine how the Denomination of Origin affects the purchasing behavior of coffee consumers, the analysis was executed in the city from Loja to a sample of 400 people, the most significant findings that align consumer preferences and the influence of quality and authenticity of the coffee, for which it was determined that 94% of those surveyed are willing to consume DO products, 92% are satisfied with the quality of the coffee that they currently consume, it was also noted that the vast majority of Consumers choose to consume ground coffee to filter. Within the opportunities It was possible to identify the lack of knowledge about the DO of a product, which is why it is extremely important to focus on the socialization of this recognition so that the public in general can understand the importance of it and thus give greater emphasis to the production and sale of Lojano coffee and therefore improve the economy of the sector.