Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Abstract Coffee consumption habits have evolved along Keywords Coffee, Consumption habits, Lifestyle,
with society for more than 300 years around the world. Myths.
Social changes imply different lifestyles in each culture.
Lifestyles influence the myths used by people in their I. INTRODUCTION
consumption decisions. The objective of this research is to Consumption habits are a talk. Roland Barthes defines the
determine the relationship between lifestyle and coffee talk in his book "Mythologies". According to Barthes,
consumption habits, from the perspective of myth, in the talk constitutes a semiological system that gives rise to
inhabitants of the Mexican municipalities of Orizaba, myth. The myth can be linguistic or non-linguistic (Barthes,
Tehuipango, and Zongolica. A survey was conducted with a R., 2010). For example, we must consider history to analyze
sample of inhabitants of the three municipalities studied. the lifestyles of people. By knowing the lifestyle of people,
The statistical analyzes applied were the central limit it is possible to know the habits of coffee consumption. In
theorem, Pearson, and Chi-square. The results show that this way, the myth is characterized.
the variables Consumption habits-Lifestyle-Myth, are Coffee is a beverage that is prepared by infusion. The
highly dependent on the level of perception of people. It is infusion is made with roasted and ground coffee seed. This
concluded that the coffee myth corresponds to the "family definition refers linguistically to the raw material (seed) that
union" in the study municipalities. This myth is not is transformed (toast, grind and infuse). The result of the
characterized in the evolutionary stages contemplated in transformation is a liquid suitable for human consumption
the "waves of coffee". (drink). However, the Real Academia Espaola (RAE) also
shows definitions such as drunk coffee (breakfast), concert
IV. RESULT AND DISCUSSION 0.74 - CH2c When I drink coffee I accompany it with
The data showed a normal distribution based on the Central - CH1m pastry/cake-CORRELATED WITH- The
Limit Theorem. There was a variation of 0.14 only in the coffee I drink is covered with chocolate
straight average of the general database (Table 1). chips/whipped cream/ice cream.
Table.1: Proof of normality with the Central Limit 0.72 - CH4e The way to prepare the coffee I drink is in
Theorem. - CH1k capsule coffee machine-CORRELATED
Central Limit Theorem WITH-The coffee I drink is Latte.
Population Vertical Horizontal 0.78 - CH4e The way to prepare the coffee I drink is in
Municipality
average. average. average. - CH4d capsule coffee machine-CORRELATED
General 2.85 2.85 2.99 WITH-The best place where I drink coffee
Orizaba 2.80 is in Cafes.
Tehuipango 2.84 0.7 - CH6c - The people I drink coffee with is family-
Zongolica 2.83 CH4b CORRELATED WITH-The best place
where I drink coffee is at Home.
Table 2 shows the correlations obtained in Pearson's vertical 0.83 - CH7b I drink coffee when I move-
correlation analysis. - CH4a CORRELATED WITH-The best place
where I drink coffee is when I move.
Table.2: Vertical correlation of Pearson. Lifestyle (LS)
Vertical Pearson Correlation 0.7 - LS13c - The social network that I use the most is
Correlation LS11 Whatsapp-CORRELATED WITH-I take
-Item vs. Correlated items care of my image.
Item 0.77 - LS13c The social network that I use the most is
Consumption Habits (CH) - LS12b Whatsapp-CORRELATED WITH-The
0.75 - CH1m The coffee I drink is covered with most used means of communication is a
- CH1k chocolate chips/whipped cream/ice cream- cell phone with internet.
CORRELATED WITH-The coffee I drink Myth (My)
is Latte. 0.79 - My1h Coffee is Wisdom-CORRELATED
0.81 - CH1m The coffee I drink is covered with - My1g WITH-Coffee is meditation.
- CH1l chocolate chips/whipped cream/ice cream- Consumption Habits (CH)- Lifestyle (LS)
CORRELATED WITH-The coffee I drink 0.79 - LS3 - I live at home with my family-
has another added flavor. CH4b CORRELATED WITH-The best place
where I drink coffee is at Home.
V. CONCLUSION
The analysis of the results shows that the characterization
of the coffee myth is involved in the inhabitants of the
Fig.4: Myths with which it is commonly associated with municipalities analyzed.
coffee. The signifier (Consumption Habits) is hot, black, sweet
(natural) coffee and accompanied by bread or cookies.
With the tables and figures that are shown, it is possible to The meaning (Lifestyle) is the family. Coffee unites work
make inferences based on the study variables. and family environments. People are influenced by
The first analysis corresponds to coffee consumption habits. communication technologies, social networks and the
Consumers drink coffee practically all day, however, prefer transformation of culture.
to drink it more often in the evenings and nights. The home The family unit is the myth of coffee for the inhabitants of
is the favorite place to drink coffee with family members. the municipalities analyzed. This myth is not characterized
People usually rest when they drink coffee. The in the evolutionary stages contemplated in the "waves of
characteristics of the drink are black coffee, hot, light and coffee."
naturally sweetened. People prefer to accompany coffee The global trends in coffee preparation and consumption are
not relevant in the municipalities studied.
www.ijaems.com Page | 1119
International Journal of Advanced Engineering, Management and Science (IJAEMS) [Vol-3, Issue-12, Dec- 2017]
https://dx.doi.org/10.24001/ijaems.3.12.4 ISSN: 2454-1311
The results can serve as support for the development of [12] Lpez-Briones Reverte, C. (2017). Construccin del
marketing strategies for coffee in the area. concepto de alimentacin saludable a travs de la
publicidad, Espaa 1960-2013.
VI. ACKNOWLEDGEMENTS [13] Ludden, A. B., O'Brien, E. M., & Pasch, K. E. (2017).
To the coffee growers of the Zongolica region, for the Beliefs, Behaviors, and Contexts of Adolescent
support and confidence in the coffee promotion activities. Caffeine Use: A Focus Group Study. Substance Use &
To the Instituto Tecnolgico Superior de Zongolica, for the Misuse, 1-12.
facilities for the development of the research projects. [14] Matus, C. (2017). Estilos de vida e imaginarios urbanos
To the Colegio Interdisciplinario de Especializacin A.C., en nuevos residentes de Lastarria y Bellas Artes: el
for advice and follow-up on doctoral activities. barrio patrimonial como escenario de diversidad,
distincin y movilidad. EURE (Santiago), 43(129),
REFERENCES 165-186.
[1] lvarez, L. S. (2012). Los estilos de vida en salud: del [15] Mighty, M. A. (2017). We Likkle, but We Tallawah:
individuo al contexto. Revista Facultad Nacional de Maintaining Competitive Advantage in the Crowded
Salud Pblica, 30(1), 95-101. Specialty Coffee Market. Journal of International Food
[2] Animal Gourmet. (2014). Las olas histricas del caf. & Agribusiness Marketing, 29(1), 70-91.
Retrieved from [16] Montero Bravo, A., beda Martn, N., & Garca
http://www.animalgourmet.com/2014/07/09/las-olas- Gonzlez, A.. (2006). Evaluacin de los hbitos
del-cafe/ alimentarios de una poblacin de estudiantes
[3] Aranda, P. A. L. (2017). Influencia de los atributos del universitarios en relacin con sus conocimientos
empaque en la decisin de compra de marcas propias nutricionales. Nutricin Hospitalaria, 21(4), 466-473.
en productos de caf. Working Papers. Maestra en Retrieved from
Gerencia Estratgica de Mercadeo, 2(1). http://scielo.isciii.es/scielo.php?script=sci_arttext&pid
[4] Barthes, R. (2010). Mitologas. Mxico: Grupo =S0212-16112006000700004&lng=es&tlng=pt.
Editorial Siglo XXI. [17] My Coffee Box. (14 de julio de 2017). Las olas del caf
[5] Carlos, A.-G., Montero-Sim, M. J., Araque-Padilla, R. en la historia. Retrieved from
., & Gutirrez-Gutirrez, L. (2013). Evaluacin del https://mycoffeebox.com/las-olas-del-cafe-la-historia/
valor percibido en el consumo de caf con atributos [18] Paddock, J. R. (2017). Changing consumption,
ticos. Agrociencia, 195-207. changing tastes? Exploring consumer narratives for
[6] del Castillo, J. A. G., & Snchez, C. L. (2017). Medios food secure, sustainable and healthy diets. Journal of
de comunicacin, publicidad y adicciones. EDAF. Rural Studies, 53, 102-110.
[7] Eco, U. (2016). Tratado de semitica general. Mxico: [19] Quevedo Tacha, P. A. (2017). Influencia del marketing
Penguin Random House Grupo Editorial. digital y online en la fidelizacin de los clientes de
[8] Escamilla Prado, E., y Landeros Snchez, C. (2016). consumo masivo: categora chocolatinas.
Cafs diferenciados y de especialidad. Huatusco: [20] Quinto, RT, Brito, EZ & Belk, RW (2017). The taste
Cdice/Servicios Editoriales. transformation ritual in the specialty coffee market.
[9] Fischer, E. F. (2017). Quality and inequality: Taste, SAR: Journal of Business Administration , 57 (5), 483-
value, and power in the third wave coffee market (No. 494. : 10.1590 / S0034-759020170506
17/4). MPIfG Discussion Paper. [21] Rapaille, C. (2007). The culture code. New York:
[10] George Van Doorn, Andy Woods, Carmel A. Levitan, Crown Business.
Xiaoang Wan, Carlos Velasco, Cesar Bernal-Torres, [22] Real Academia Espaola. (2017). Retrieved from
Charles Spence, Does the shape of a cup influence http://dle.rae.es/?id=6bQcjCM
coffee taste expectations? A cross-cultural, online [23] Rincn Ruiz, C. P. (2017). Psicologa del color, su
study, In Food Quality and Preference, Volume 56, Part importancia e influencia en la decisin de compra del
A, 2017, Pages 201-211, ISSN 0950-3293, consumidor: un enfoque desde el sector de alimentos y
https://doi.org/10.1016/j.foodqual.2016.10.013. bebidas en Colombia (Bachelor's thesis, Universidad
[11] Kim, D., & Jang, S. (2017). Symbolic consumption in Militar Nueva Granada).
upscale cafs: Examining Korean gen Y consumers [24] Ruiz, L. M. P., & Gmez, J. A. M. (2017). Factores
materialism, conformity, conspicuous tendencies, and principales para vender caf en China a travs del e-
functional qualities. Journal of Hospitality & Tourism commerce. Ploutos, 6(1), 46-55.
Research, 41(2), 154-179. [25] Sarabia Peynado, J., & Vsquez Garca, M. (2017).
Estrategias para incrementar el consumo de cafs
especiales en Colombia.