Prácticas de consumo, estilo de vida, y significados culturales construidos por los consumidores de café en tiendas, en personas entre 20 y 50 años en la ciudad de Bogotá

Abstract

The study carried out was quantitative, the objective was to know and identify the consumption practices, lifestyles and meanings that exist around a product as important for the country as coffee is. For the development of this research, the semi-structured interview was used as an instrument, which consisted of 21 questions that obey the 3 orienting categories with the purpose of collecting the largest amount of information from participants of 20-50 years in the Bogotá City, with respect to coffee consumption in specialized stores. In general terms, the results allowed to identify that people look for more than a cup of coffee and that is where the importance of the experiences in the specialized coffee shop, where the setting, the service and the product are relevant for the making of decision about a specialized store brand; additionally, the place must have factors in their environment that allow the consumer to have a moment of relaxation and where they can share with their social group of preference, providing comfort and tranquility to enjoy a cup of coffee that can be converted into a preference to share socially.