Resumen de Exploring the effect of origin and variety attributes on consumers preferences toward coffee in tunisia
Coffee consumption is increasing worldwide, particularly in non-traditional markets. In Tunisia coffee sector is evolving, offering to consumers high quality products such as specialty coffees, certified fair trade or organic coffees, coffees of origin and 100% Arabica washed coffee, etc. In this context, the main purpose of this study is to assess consumer preferences for coffee in Tunisia. Data were collected through a face-to-face survey, resulting in a random sample of 421 consumers. By using a structured interview and by adopting a conjoint analysis, we tested how origin, price and variety affect consumers preferences for coffee among Tunisian consumers. Main findings of the conjoint analysis reveal that consumers attach greatest importance to "country of origin" of coffee, followed by the "variety composition", and finally by "price". Coffee from Brazil are preferred over Colombian and Ethiopian coffees. The 100% Arabica coffee is by the most preferred over the Arabica Robusta blend.
