La personalidad como factor determinante en la preferencia y consumo de marcas en la categoría de café en la ciudad de Cuenca, período 2024

Abstract

This academic article determines whether there is a relationship between consumer personality by adapting the Type A and Type B personality self-assessment test for consumers. For brand personality, two of Jennifer Aaker's five personality traits, "competence and sophistication," were used, using the product coffee. Furthermore, 23.2% of the population in the province of Azuay belongs to the millennial generation. This research is applied, explanatory, and quantitative, with a representative sample of 137 people in the city of Cuenca. In the end, it was observed that there is a similarity between the personality traits of "Type A and Type B" consumers and the personality traits of the coffee brand "sophistication and competence" in relation to the brands "Nescafé, Sí Café, and Minerva." However, when evaluating the perceived traits between brands and consumers, a significant independence between the personalities was found.