Blending: 100% Arabica beans and a blend of Arabica and Robusta
beans. A coffee is considered of high quality when the blending is
100% pure Arabica beans.
Flavor: dessert, decaffeinated, and mocha. In Belgium, coffee manufacturers
mainly focus on three flavors.
Package: ‘‘warm’’ and ‘‘cold.’’ Consumers can be attracted to a type of
coffee because of the exotic or warm appearance of the package.
Therefore, a cold and a warm level of packaging were developed from
the perception of the aforementioned exploratory group of consumers.
A cold package consisted of a picture in blue and white. A warm pa