Computational Modeling of the Coffee Consumer Experience and Its Impact on the Sustainability of the Regional Industry in Peru

Abstract

This study addresses the significant social value of understanding consumer experiences in the coffee market, which is crucial for enhancing local economic sustainability and consumer satisfaction in the cities of Piura, Trujillo, and Chiclayo in Peru. The objective of this research was to evaluate the coffee consumption experience of 1190 consumers using structural equation modeling. Methodologically, a detailed survey was employed to capture various dimensions of consumer experience. The results revealed a strong positive effect of perceived quality on hedonic value (β = 0.776; p < 0.001), underscoring the importance of high sensory standards. Brand experiences significantly influenced quality beliefs (β = 0.399; p < 0.001) and perceived utility (β = 0.733; p < 0.001), though there was no direct connection with hedonic valuation, indicating the need for further analysis. The findings highlighted that hedonic value, associated with emotional satisfaction, predominates over utilitarian value in driving brand loyalty (β = 0.908 vs. β = 0.076; p < 0.001). This provides strategic insights into incorporating symbolic and experiential benefits in marketing. In conclusion, the study offers quantitative evidence on shaping consumer experiences in the coffee market by focusing on sensory quality and affective brand identity.

1. Introduction

Customer experience is a factor that influences emotions and is an intangible value that does not end with the final purchase of a product or service; it is a set of interactions, moments, and identification between brands and the consumer to thus understand behavior. Customer experience is beneficial to the company, so it manifests [1]. Based on the theory of social identity, customer experience leads to customer loyalty behavior through two channels: customer–business identification and customer–employee identification. Employee–client interactions are considered a key factor in creating experiences for service brand users. Employees play the most important role in creating experiences and are a key differentiator between service brands and products. However, more research is needed to specifically examine how these employee–client interactions impact consumer attitudes and behavioral outcomes. Coffee is one of the most marketed and consumed products worldwide. According to the International Coffee Organization, during the 2021/22 coffee-making year, world coffee consumption reached 167.9 million 60 kg bags, with the global demand increasing by 2% annually [2]. This study aims to fill this gap by quantitatively exploring the differential effects of perceived quality and brand experiences on consumers’ perceptions of value and loyalty in the context of coffee consumption. Specifically, it focuses on evaluating the experience of coffee consumers in three cities in Peru (Piura, Trujillo, and Chiclayo) and its impact on sustainability.

Today, consumer experiences are considered a competitive strategy, and this is a differentiating factor for companies due to the competitiveness of the market. In addition, the new consumer profile is influenced by emotional factors [3]. In research demonstrating that satisfaction was positively and directly affected by affectivity and sensitivity, experience and loyalty were positively and directly influenced by affection and behavior. The results indicated an indirect relationship between sensory experience and affective experience, with loyalty mediating the effect on satisfaction. However, more evidence is needed on how the sensory and affective components of experience influence attitudes and behavioral outcomes in specific categories such as coffee. This study quantitatively examines these relationships in the context of coffee consumption in Peru, providing new insights for this area of research. Specifically, the study summarizes the concepts of sensory and affective experiences and their impact on loyalty, satisfaction, service, and product brands.

The challenges of the digital age and the new normality following the COVID-19 pandemic require changes in consumer behavior, which are highlighted in the research of [4] on the use of mobile banking applications in the consumer experience. The main results indicate that convenience, trust, and social influence play important roles in improving the consumer experience with the use of mobile banking applications and that the attributes of the applications are relatively less important. Similarly, Ref. [5] considers that providing a good consumer experience is essential for e-commerce companies, so it is important to consider hedonic elements in the design of web pages that facilitate concentration and promote the distortion of the time of the user to a better experience. However, less is known about the effect of hedonic factors on the experience of consuming physical products such as specialty coffee. The present research addresses this gap by examining the role of hedonic value in the generation of loyalty among coffee consumers.

In a similar assessment [6], they considered that the presence of brands on social media sites allows consumers to be more competitive and, thus, creates an opportunity for them to have more pleasant shopping experiences. This study provides information on the relationship between experiential value (cognitive, hedonic, social, and ethical) and consumer commitment (cognitive processing, affection, and activation), resulting in brand relationship performance results that, in turn, lead to value cocreation intentions. The findings reveal that experiential value has a positive impact on consumer engagement, while consumer commitment is positively associated with brand loyalty and satisfaction, which in turn leads to the cocreation of value. However, more studies focused on examining the multidimensional effects of brand value in specific product categories are needed. The present study addresses these gaps by investigating the differentiated impact of hedonic and utilitarian value on brand loyalty within the context of coffee consumption.

With regard to coffee consumption in Thailand [7], researchers investigated consumer happiness experiences considering the role of consumer participation, sharing experience, and consumer cocreation experience. The results confirmed that consumer participation and exchange of experience affected their cocreation experience, which in turn contributed to consumer happiness and their experience in coffee consumption.

Likewise, in Türkiye [8], consumers attributed importance in the experience of coffee consumption to the atmosphere, image, quality, and location of the coffee shops, while the target coffee market, mostly women over 30 years of age, also expressed their preference for coffee from other countries. Likewise, Ref. [9] reported that the most influential factors in consumers’ experience visiting a coffee shop were based on their sensory experience and emotions. The findings indicated that sensory experience influences positive and negative emotions, as well as behavioral intentions. It was also shown that positive and negative emotions affect behavioral intentions. However, there is a gap in studies that fully examine sensory, emotional, and brand effects on attitude and loyalty formation. The present study seeks to contribute to this area through a model that quantitatively tests the interrelationships between perceived quality, brand experience, value, and coffee consumer loyalty.

In Peru, coffee constitutes a significantly productive sector of the national economy, as it is produced in more than 15 provinces of the country and provides income to more than 220 thousand producers. In the case of Peru, coffee is a flagship product that generated USD 835.7 million in exports in 2022, representing 2.2% of total shipments abroad [10]. Domestically, 57% of Peruvians will regularly consume coffee by 2021 [11]. The regions of Piura, Trujillo, and Chiclayo have more than 3 million inhabitants [12] and are attractive markets for the national coffee sector. According to the Coffee Demand Study in Peru, 62% of consumers in these cities consider quality attributes to be very important when choosing a coffee [13].

The trends have advanced, and efficiency, delivery, and getting to the consumer’s home are no longer different; it is an obligation and important to offer consumers a great experience with the consumption of coffee. Within this process, the sector has had to analyze the needs of new consumption, adapting and creating options. Coffee is and will continue to be a global product with an increasing consumption trend, with consumer habits being measured by cup-per-day intake, coffee intake by age, coffee consumption by gender, time consumption, regularly consumed beverages or coffee, strategic drink consumption, and willingness to pay, while consumer preferences are measurable by coffee sales times, the average age of regular customers, best-selling beverages, derivative drinks, and factors that encourage coffee intake. However, there is a gap in the knowledge regarding the factors that shape the experience and loyalty of coffee consumers in the Peruvian context. The current study seeks to contribute to this area through a quantitative model that examines differentiated effects on value and brand loyalty in coffee consumers.

For all that has been said, it is clear that there is a gap in the knowledge about the specific factors that configure a satisfying consumer experience and lead to the loyalty of the coffee consumer in the Peruvian context in the regions of Piura, Trujillo, and Chiclayo, because, although it is recognized that the coffee consumer experience involves interactions between functional elements (perceived quality, sensory attributes, and convenience), emotions (affectivity and hedonic value), and brand-related factors, previous studies have not examined in a quantitative and integrated manner the relative effects that each of these components have on the perceptions of value and subsequent loyalty to coffee brands in these regional markets. This knowledge gap becomes more significant because coffee is an economic product of importance for Peru, with growing consumption trends driven by the new habits and preferences of Peruvian consumers in the post-pandemic era. A thorough understanding of what factors make the coffee experience special and valuable for consumers will enable local coffee companies to create better strategies to satisfy their customers, prefer their brand, and buy them again and again in the key cities of Piura, Trujillo, and Chiclayo.

This proposed research will therefore address a significant gap in generating empirical evidence-based knowledge on the moderating variables of the coffee consumer experience and their differential effects on the formation of perceived value and brand loyalty in the cities of Piura, Trujillo, and Chiclayo.

1.1. Theoretical Framework

1.1.1. Evaluation of Coffee Consumer Behavior

The analysis of coffee consumer behavior requires assessing multiple dimensions of consumers’ sensory perceptions of complex textures, aromas, and thermal and taste sensations [14]. It is also essential to understand preferences about grain types, origin, intensity, and methods of preparation, as well as the motivations for buying and consuming, which vary from the quest for pleasure to convenience and affordable prices [15].

Perceived quality, defined as the consumer’s assessment of the superiority of a product [16], is decisive in the decision to buy coffee. That is, consumers use intrinsic signals such as the intensity and complexity of flavor, texture, body, acidity, retrogustity, and aromaticity to infer qualities close to their ideal coffee [17,18]. It should be noted that perceptions of quality are very heterogeneous and influenced by geographical, demographic, and psychographic factors [14].

In turn, brand experience transcends satisfaction and involves affective responses, sensations, emotions, thoughts, and actions related to a brand [19]. In the case of coffee, this experience is fundamental for purchase decisions and forges affective ties that derive from loyalty [20]. This experience emerges from exposure to brand intangibles that give it a sense of identity. Even the point of sale also plays a relevant role [21].

Therefore, generating an emotional connection with consumers is essential because, in the face of very similar substitutes, consumers could change their brand [22]. This requires building identification and commitment based on values, personality, and perceived image, as well as confidence in quality, transparency in the origin of grains and processes, and consistency of products after products [21].

Finally, coffee has hedonic value in producing positive affective experiences [23] and solid utilitarian value, given its energizing ability and ability to optimize physical and intellectual performance [24]. Depending on the specific moment, the evaluation of hedonic or functional benefits to consumers will prevail.

1.1.2. Factors of Consumer Experience

According to [25], consumer experience is understood as the consequence of consumption, based on the perceptions that consumers have after interacting, psychologically, emotionally, physically, and/or rationally with a service or product. It exposes the following factors that influence consumer experience: memorable experiences, where it is evaluated whether they were pleasant through practice and results; positive signals that create positive impressions and avoid inconsistencies; and the mixing of memories, taking advantage of emotional associations. On the other hand, [26] revealed key elements such as product experience, referring to customer–product interaction; purchasing experience, related to the physical environment; and consumer experiences, which are manifested in consumer behavior after the purchase. Consumer behavior includes hedonic elements that influence decision-making.

Coffee consumption has increased dramatically in recent decades. Therefore, understanding the buying and consumption behavior of coffee consumers is essential for companies to develop effective marketing strategies [14]. With regard to the formats of consumption, Ref. [27] analyzed the consumption of ground, instant, and capsule coffee in the Portuguese population. Their results showed that differences depended on the age and educational level of the consumers. Coffee capsules were most popular among young adults with a university education. This segmentation of the market is essential for coffee brands to adjust their strategies.

Ref. [28] revealed six high-level categories associated with coffee: emotions, taste, cultural integration, nature, food consumption, and type of coffee. They highlighted the constant connection of coffee with relaxation, enjoyment, and nature.

Ref. [29] argued that consumers’ personal values, such as universalism and self-realization, guide their specialty coffee purchase decisions. These values are associated with technical product attributes and social relationships. In addition, Ref. [18] found that the ecological image of coffee shops positively influences customer satisfaction and confidence, leading to a greater intention to buy back, especially among consumers.

On the other hand, the sensory quality of coffee is also a determining factor in consumer behavior. As was noted in [30], the aroma, flavor, acidity, and body of coffee affect the preferences and choices of consumers. These sensory attributes also vary depending on the origin of the coffee and the processing and preparation methods [29]. Moreover, the research in Refs. [18] and [31] indicate that the quality of service and the environment in cafés influence customer satisfaction and customer loyalty and the intention to buy back. The findings of [32] reveal that satisfaction is positively influenced by emotional and sensory experiences, while loyalty is positively affected by emotional and behavioral experiences. In addition, they suggest that sensory experience has an indirect impact on emotional experience, with loyalty having a mediating effect on satisfaction.

Similarly, Ref. [33] claimed that coffee consumers experience sensory gratification and positive emotions, while negative emotions are not evident. They identified three groups of consumers whose taste preferences were related to these affective reactions. However, there were no clear links between preferences and consumption habits or perceptions.

While product quality is important, price also plays a key role. In fact, Ref. [34] found that younger consumers are sensitive to the price of fairtrade coffee. The authors argue that creative pricing strategies are needed to attract this market segment.

On the other hand, Ref. [35] showed that during the pandemic, consumers were moderately self-effective in buying decisions. Vulnerability and resilience influence purchasing satisfaction and, thus, the intention to buy back. Furthermore, the adaptability of consumers to online channels moderates this satisfaction–reward ratio.

Ref. [19] identified the following three areas in digital consumer behavior: the application of classical theories, the subjects of digital transactions, and the impact of digital marketing on product groups. The sociocultural context also shapes coffee consumption habits, as noted by [36] in their study on Generation Z consumers in Taiwan. Although tea has historically dominated Taiwan, specialty coffee has become popular among young people, facilitated by social networks and stylish cafes. However, the high price of specialty coffee remains a barrier, especially among young Taiwanese men. This research highlights the need to understand gender norms and other local sociocultural dynamics that shape the coffee market.

Coffee consumer behavior is the result of the complex interaction between the sensory characteristics of the product, individual factors such as values and demographics, contextual variables such as price and image, and broader sociocultural forces. More comprehensive research is needed to further unravel this complexity and help the coffee industry meet the diverse needs of contemporary consumers.

Summary of Hypothesis
Coding	Hypothesis
H1	Perceived product quality influences hedonic value
H2	Perceived product quality influences utility value
H3	Brand experience influences perceived product quality
H4	Brand experience influences hedonic value
H5	Brand experience influences utilitarian value
H6	Hedonic value influences brand loyalty
H7	Utilitarian value influences brand loyalty

H1: 

Perceived product quality influences hedonic value.

This hypothesis is justified because coffee consumers consider quality attributes to be very important when choosing coffee. In addition, the consumer experience involves an interaction of functional elements such as perceived quality and emotional elements such as hedonic value. Therefore, it is reasonable to propose that the perceived quality of coffee can influence the hedonic value or pleasure that the consumer obtains from the experience [37].

H2: 

Perceived product quality influences utility value.

Similar to the previous hypothesis, this hypothesis is based on the fact that perceived quality is a key functional element in the coffee consumer experience. Utilitarian value refers to the functional or practical benefits obtained, so it is logical to assume that higher perceived coffee quality will positively influence the utilitarian value attributed to it by the consumer [14].

H3: 

Brand experience influences perceived product quality.

This hypothesis is justified because brands play an important role in creating experiences for consumers. In addition, customer experience leads to loyalty through customer–company identification. Therefore, it is reasonable to posit that the experience that the consumer has with the coffee brand will affect his or her perception of the quality of the product [37].

H4: 

Brand experience influences hedonic value.

H5: 

Brand experience influences utilitarian value.

These hypotheses are based on the fact that consumer experience involves both functional (utilitarian value) and emotional (hedonic value) elements. It is also mentioned that providing a good consumer experience is essential for companies. Therefore, it is logical to assume that the experience that consumers have with a coffee brand will affect both their perception of hedonic value (pleasure) and utilitarian value [20].

H6: 

Hedonic value influence brand loyalty.

H7: 

Utilitarian value influence brand loyalty.

These hypotheses are justified because consumer experience and perceived value lead to customer loyalty to brands. In addition, understanding what factors make the coffee drinking experience valuable will allow companies to make their customers prefer their brand and return to buy from them repeatedly. Therefore, it is reasonable to propose that both the hedonic value and the utilitarian value that consumers perceive from their experience with coffee will influence their loyalty to the brand.

By way of consolidation, it can be affirmed that the hypotheses put forward are based on the theoretical concepts and previous findings reflected in the theoretical bases, which suggest that perceived quality, brand experience, and hedonic and utilitarian values are key factors that influence the formation of perceived value and loyalty of the coffee consumer [32].

2. Materials and Methods

The present investigation was based on a quantitative methodology, favoring the use of numerical measurement techniques and statistical analysis to examine and validate pre-established hypotheses. A non-experimental cross-sectional design was chosen, as described by [38], involving data collection at a single point in time to analyze the relationships between variables without manipulation. The sample size was 1190 respondents, determined according to the requirements of the structural equation model used in the analysis. For data collection, a research instrument consisting of a questionnaire that had been previously validated by [19] was used.

To complement the quantitative data, we conducted in-depth interviews with a subset of participants to gain deeper insights into their personal experiences, perceptions, and attitudes toward coffee consumption in Piura, Trujillo, and Chiclayo. A total of 20 participants were selected for these interviews through purposive sampling, ensuring a diverse representation of demographics and consumer behaviors. The qualitative data obtained from these interviews were analyzed using thematic analysis, which identified recurring themes and patterns that enriched the quantitative findings.

This questionnaire is designed to evaluate the brand experience of consumers and is broken down into four fundamental dimensions—sensory, affective, behavioral, and intellectual—with three items dedicated to each of these dimensions, thus allowing an exhaustive exploration of how the brand is perceived through different facets of the consumer experience. In addition, scales validated by other researchers to measure key concepts such as perceived quality [39], hedonic value and utilitarian value [40], and brand loyalty [41] were integrated into the study, each with a specific number of items adapted to the needs of the present study. The use of items measured on five-point Likert scales ensures a detailed assessment of consumer perceptions and behaviors toward the brand, supporting the validity and reliability of the instrument in this specific context, thanks to its adequate psychometric properties and its previous application in brand experience research. The reliability of the instrument was examined through Cronbach’s alpha coefficient and composite reliability, while construct validity was assessed through analysis of variance extracted (AVE). The target population of the study consisted of coffee consumers in the cities of Piura, Trujillo, and Chiclayo in Peru. We sought to collect data from a representative sample of this population group. A non-probabilistic convenience sample was used for selecting the participants. Although this sampling method does not ensure strict representativeness of the population, it allows for accessible and efficient data collection, especially when employing a widely distributed measurement instrument like Google Forms. This approach was particularly suitable for our study given the logistical constraints and the need to gather a large number of responses in a short period. The sample size, consisting of 1190 respondents, was determined based on the requirements of the structural equation model used in the analysis. This method provided a practical solution to collect extensive data while accommodating the limitations of time and resources.

To ensure the quality and accuracy of the research, the process began with a validation stage of the data collection instrument. This stage is crucial to ensure that the questions and scales used accurately reflect the study variables. Once the instrument was validated, we proceeded to implement a pilot test, which is a preliminary stage of the research where the instrument is applied to a small and representative sample. The purpose of this test is to verify the reliability of the instrument; that is, its capacity to produce consistent results under the same conditions and at different times. During the pilot test, acceptance thresholds were established for two key statistical measures: a Cronbach’s alpha of 0.7 and an average extraction value (AVE) of 0.5. The AVE measures the amount of variance a variable captures from its indicators compared to the variance due to measurement error; a threshold of 0.5 ensures that most of the variance in the indicators is due to the construct and not to error.

For the data analysis phase and hypothesis testing, it was essential to collect information efficiently and systematically. Google Forms were chosen for distribution because of their wide accessibility and ability to handle large-scale data collection. Google Forms is a versatile tool that allows researchers to design forms, distribute them electronically, and collect responses in an organized and automated manner. In addition, this tool makes it easy to manage the data collected, export it to statistical analysis software, and ensure that privacy and informed consent standards are maintained. Subsequently, the data were analyzed using SPSS version 27 software for descriptive analysis, while Smart PLS version 4.0 was used for inferential analysis and structural equation modeling, which are statistical tools that allow for in-depth explorations of the relationships between variables.

Regarding ethical considerations, the study strictly adhered to the 7th edition of the APA guidelines for the referencing and citation of sources. To ensure the confidentiality and anonymity of the data collected, all participants provided informed consent, and their information was used exclusively for scientific purposes. The data collection process, managed through Google Forms, ensured that privacy and informed consent standards were maintained throughout. Additionally, the research adhered to ethical standards by implementing measures to protect participant privacy and ensure data integrity. These measures included secure data storage, restricted access to sensitive information, and regular ethical reviews to comply with institutional and legal requirements.

3. Results

In

Table 1. Summary of sociodemographics.

Total Respondents (n = 1190)		n	%
Gender	Female	605	50.84%
	Male	585	49.16%
Marital status	Single	550	46.22%
	Married	640	53.78%
Age	18–25 years old	305	25.63%
	26–35 years old	250	21.01%
	36–45 years old	425	35.71%
	46 years and older	210	17.65%
Education level	High school	350	29.41%
	Technical	340	28.57%
	Higher	500	42.02%
Monthly income	Less than 2000	350	29.41%
	2001–3000	480	40.34%
	3001–4000	270	22.69%
	4001 to more	90	7.56%

, the main findings are attached. The sample of 1190 respondents reveals an equal distribution by gender, with 50.84% female participants and 49.16% male participants. In terms of marital status, married respondents accounted for 53.78%, outnumbering single respondents, who constituted 46.22%. The majority of respondents were aged 36 to 45 years (35.71%), followed by those aged 18 to 25 years (25.63%), 26 to 35 years (21.01%), and 46 years and older (17.65%). Regarding educational level, the largest group was those with higher education (42.02%), followed by individuals with secondary education (29.41%), and those with technical education (28.57%). In terms of monthly income, the predominant segment earned between 2001 and 3000 monetary units (40.34%), while those earning less than 2000 represented 29.41%, those earning between 3001 and 4000 constituted 22.69%, and only 7.56% earned more than 4001.

Table 2. Reliability and construct validity analysis.

	Cronbach’s Alpha	Composite Reliability	(AVE)
Perceived product quality	0.919	0.919	0.861
Brand experience	0.835	0.887	0.662
Brand loyalty	0.761	0.758	0.569
Hedonic value	0.912	0.919	0.919
Utility value	0.786	0.783	0.569

shows that the reliability and validity analysis of the structural equation model (SEM) constructs yielded satisfactory results in general. Internal consistency, measured by Cronbach’s alpha and composite reliability, was high for most of the constructs, particularly for perceived product quality, brand experience, and hedonic value. For convergent validity, as assessed by the AVE index, the constructs of perceived quality, brand experience, and hedonic value showed values above the recommended threshold of 0.5, indicating that the items adequately represent the essence of these concepts. The brand loyalty and utilitarian value constructs presented more moderate results, with Cronbach’s alpha and AVE values close to the acceptable limits, suggesting room for improvement in the accuracy with which their items capture these concepts. In global terms, the findings demonstrate the solid reliability and convergent validity of most of the constructs measured, laying a solid foundation for theoretical interpretations and practical applications derived from the SEM. Nevertheless, there is room for improvement in the measurement of brand loyalty and utility value for future studies.

The discriminatory validity of the SEM was corroborated by comparing the average extracted variance (AVE) with the square correlations between constructions. The AVE for each construction on the main diagonal of

Table 3. Discriminant validity.

	Perceived Product Quality	Brand Experience	Brand Loyalty	Hedonic Value	Utility Value
Perceived product quality	0.928
Brand experience	0.399	0.814
Brand loyalty	0.757	0.378	0.754
Hedonic value utility value	0.793	0.353	0.635	0.959
Perceived product quality	0.376	0.766	0.396	0.353	0.754

substantially exceeds the square correlations with other constructs, indicating that each construction is unique and captures phenomena that are distinct from each other. The perceived product quality has an AVE of 0.928, which demonstrates strong discriminatory validity, as this value is significantly greater than the square correlations with other constructs, ranging from 0.376 to 0.793. This suggests that the perception of product quality is a distinctly measured phenomenon in the model. The brand experience, with an AVE of 0.814, also shows adequate discrimination, as indicated by its comparison with square correlations ranging from 0.353 to 0.766, confirming that the measurements associated with the brand experience are different from other constructs in the study. Among the constructs, brand loyalty has the lowest AVE (0.754) but still exceeds the square of the correlations with the other constructs, which supports its discriminatory validity. However, the square correlation between perceived product quality and brand loyalty is relatively high (0.757), suggesting a conceptual overlap that deserves further exploration.

The hedonic value shows an AVE of 0.959, which is exceptionally high compared to the square correlations with other constructs, indicating excellent discriminant validity and affirming the uniqueness of the emotional pleasure associated with the brand in the model. Finally, the utility value has an AVE of 0.754, which also indicates good discriminatory validity, although the square correlation with brand experience is relatively high (0.766), which could indicate a close conceptual association. Together, these results establish the discriminatory validity of the constructs within the model, with each reflecting a distinctive and measurable aspect of the proposed underlying theory. This is crucial to ensuring the proper interpretation of structural relationships and confidence in the theoretical conclusions derived from the model.

The determination coefficient, known as the R squared, and its adjustable version, the adjusted R squared, are essential indicators of how much variance in the dependent variables is explained by the independent variables in our SEM.

For the perceived product quality construct, the R squared is 0.159, with a very similar fit in its adjusted version of 0.158. This finding implies that the model-independent variables explain only 15.9% of the variance in perceived product quality. Although this figure may seem modest, it is important to consider the specific context of the research to determine whether this explained variance ratio is appropriate; in fields where behaviors and perceptions are influenced by a wide range of factors, even a small amount of explained variation can be valuable. On the other hand, brand loyalty has both an R squared value and an adjusted R squared value of 0.879, indicating that 87.9% of the variance in brand loyalty is explained by the model. This suggests a strong relationship between the independent variables considered in the model and brand loyalty construction, reflecting a highly effective model for understanding what drives brand loyalty. For the hedonic value, an R squared of 0.631 and an adjusted R squared of 0.630 are observed, showing that the independent variables account for approximately 63.1% of the variance. This represents a substantial amount of explained variance, which implies that the model captures a good portion of the factors that contribute to brand-related emotional enjoyment. Finally, the utility value has an R squared value of 0.593 and an adjusted R squared value of 0.592, which means that approximately 59.3% of the variance is explained by the model’s independent variables. This indicates that the model is quite competent in explaining the practical utility consumers derive from the brand. These R2 and adjusted R2 results provide a clear understanding of the effectiveness of the model in explaining the variance in key dependent variables. Furthermore, the consistency between the R squared values and the adjusted values suggests that the model is robust and that the results are not the product of excessive variable inflation.

• Hypothesis contrast and route analysis.

The analysis of the structural equation model provided several meaningful insights into the relationships between perceived product quality, brand experience, hedonic and utilitarian value, and brand loyalty. As shown in

Table 4. Hypothesis contrast.

	Valor Path	DE	Statistics t	p Value	Hypothesis Condition
Perceived Product Quality -> Hedonic Value	0.776	0.022	34.860	0.000	Accepted
Perceived Product Quality -> Utility Value	0.084	0.024	3.474	0.001	Accepted
Brand Experience -> Perceived Product Quality	0.399	0.034	11.758	0.000	Accepted
Brand Experience -> Hedonic Value	0.043	0.025	1.716	0.086	Rejected
Brand Experience -> Utility Value	0.733	0.016	47.060	0.000	Accepted
Hedonic Value -> Brand Loyalty	0.908	0.011	82.648	0.000	Accepted
Utility Value -> Brand Loyalty	0.076	0.015	5.036	0.000	Accepted

and Figure 1, the results highlighted the importance of perceived quality and brand experience in the formation of hedonic and utility value, as well as the impact of the latter on brand loyalty.

• Perceived Product Quality -> Hedonic Value

The path coefficient of 0.776 indicates a strong and positive relationship between perceived product quality and hedonic value. This result, which is highly significant with a p value of 0.000, suggests that higher perceptions of product quality are associated with an increase in the hedonic value that consumers associate with the brand. The statistical t of 34,860 reinforces the robustness of this ratio, indicating that it is highly unlikely that this result is due to randomness.

• Perceived Product Quality -> Utility Value

With a more modest positive effect of 0.084 and a p value of 0.001, the relationship between perceived product quality and utility value is statistically significant, albeit of small magnitude. This could be interpreted as follows: although the quality of the product influences the utility value perceived by consumers, other factors not examined in the current model may play a more relevant role in this perception.

• Brand Experience -> Perceived Product Quality

Brand experience has a significant effect on perceived product quality, with a track coefficient of 0.399. A p value of 0.000 and a statistical t value of 11,758 indicate that positive brand experiences can have a significant impact on how consumers perceive product quality.

• Brand Experience -> Hedonic Value

The effect of brand experience on hedonic value is the least robust of the effects examined, with a path coefficient of only 0.043 and a marginal p value of 0.086. This suggests that brand experience, as measured in this study, has a limited and nonsignificant influence on hedonic value, which could be an indication that the emotional connection that generates hedonic value is influenced by other elements not captured by the brand experience construction used here.

• Brand Experience -> Utility Value

The relationship between brand experience and utility value is very strong, with a path coefficient of 0.733 and a p value of 0.000. The high statistical t of 47,060 underlines the importance of brand experience in contributing to the utility value consumers find in products, suggesting that positive brand experiences can be a key determinant of the practical value that consumers attribute to products.

• Hedonic Value -> Brand Loyalty

The relationship between hedonic value and brand loyalty is extremely strong, with a path coefficient of 0.908 and a p value of 0.000. This result, supported by a t statistic of 82,648, implies that the feelings and pleasant experiences associated with a brand are powerful predictors of consumer loyalty to that brand.

• Utility Value -> Brand Loyalty

Finally, utility value has a positive and significant influence on brand loyalty, though with a more modest path coefficient of 0.076. The p value of 0.000 and the statistical t value of 5.036 indicate that utility value contributes to brand loyalty, but its effect is much smaller than that of hedonic value.

The model provides convincing evidence that both perceived product quality and brand experience have significant effects on the value consumers find in products, both in hedonic and utilitarian terms. Moreover, these values, especially hedonic value, are key predictors of brand loyalty, highlighting the importance of positive emotions and pleasure experiences in the long-term relationship between consumers and brands. These findings have important implications for marketing professionals seeking to cultivate brand loyalty, suggesting that initiatives that improve both perceived product quality and brand experience can be effective.

Table 5. Model fit.

	Saturated Model	Estimated Model
SRMR	0.082	0.081
d_ULS	0.937	0.94
d_G	2.641	2.651
Chi-squared	8914.586	8928.338
NFI	0.939	0.938

shows the fit of the structural equation model, evaluated by various indices, suggesting that the estimated model provides a reliable representation of the observed data. The SRMR (standardized root mean square residual), which measures the discrepancy between the observed and predicted correlations, is low for both the saturated model (0.082) and the estimated model (0.081), indicating a good fit with a value close to the ideal threshold of 0.08. The values of the discrepancy functions, d_ULS (unweighted least squares) and d_G (Geodesic), remain relatively stable and low when moving from the saturated model to the estimated model, with slight increases from 0.937 to 0.94 and from 2.641 to 2.651, respectively, which also supports the model fit. Although the chi-squared value is considerably high in both models, this value should be interpreted with caution, since it may be sensitive to sample size. Finally, the normed fit index (NFI) is high (0.939 for the saturated model and 0.938 for the estimated model), approaching the ideal value of 0.95, which reinforces the conclusion that the model has a good overall fit. Taken together, these indices suggest that the estimated model is robust and provides a coherent and consistent representation of the underlying structure of the data collected.

In our study, we conducted in-depth interviews with 20 coffee consumers from Piura, Trujillo, and Chiclayo. We wanted to better understand their experiences, perceptions, and attitudes towards coffee, complementing the data we had already collected from our surveys. As we analyzed these interviews, we found several recurring themes that enriched our findings. Participants always emphasized the importance of coffee quality. They talked about the aroma, taste, and freshness as key factors in their consumption experience. One participant from Piura told us, “The first thing that captures me about coffee is the aroma. If it smells good, I know it’s going to be of good quality”. This shows how much smells and tastes influence how they perceive coffee quality. The sensory experiences of coffee consumption were vividly described. Interviewees talked about how different flavors and textures enhance their overall satisfaction. One consumer from Trujillo commented, “I love it when coffee has a smooth texture and balanced taste. It makes every cup a pleasure”. These detailed descriptions highlight how important sensory attributes are for an enjoyable coffee experience. Brand loyalty was another frequent theme. Many participants indicated a preference for specific brands due to consistent quality and positive past experiences. One consumer from Chiclayo mentioned, “I always buy the same brand because it has never let me down. I know I will always get the same quality”. This aligns with our quantitative results, showing that brand experiences significantly influence consumer loyalty. Consumer satisfaction was closely linked to perceived quality and affective experiences. Participants expressed that a positive coffee experience made them more likely to repurchase. One participant shared, “When I enjoy a good cup of coffee, it makes me happier and more inclined to buy again”. This reinforces the idea that emotional satisfaction plays a crucial role in driving repeat purchases. Some interviewees also expressed concern about the environmental impact of the coffee they consume, preferring brands that promote sustainable practices. An environmentally conscious consumer noted, “I prefer to buy coffee from brands that are environmentally aware. It’s important to me to know that my consumption is not harming the planet”. This dimension adds an important layer to understanding consumer preferences and behaviors. The in-depth interviews allowed us to gain a richer and more nuanced understanding of the coffee consumer experiences in Piura, Trujillo, and Chiclayo. These qualitative insights complement the quantitative data by providing detailed descriptions of how perceived quality, sensory and affective experiences, brand loyalty, and consumer satisfaction interact to influence purchasing decisions and preferences. Additionally, the concern for sustainability illustrates an additional aspect of consumer behavior that was not fully captured by the quantitative analysis. Overall, these preliminary qualitative results support the value of a mixed-methods approach, providing a more holistic and robust perspective on the coffee consumption experience in the studied regions.

4. Discussion

This study was intended to evaluate the experience of coffee consumers from Piura, Trujillo, and Chiclayo. In particular, the specific objectives included determining the level of satisfaction with the purchasing experience, identifying influential experiential resources, and examining determining factors in the valuation and purchase decision.

The results support the acceptance of the hypothesis on the positive effect of perceived quality and brand experience on consumer satisfaction, in line with the first objective. The strong link between perceived quality and hedonic value (β = 0.776; p < 0.001) indicates the crucial relevance of ensuring optimal standards in organoleptic attributes to increase sensory indulgence and positive affective reactions. Similarly, the impact of brand experience on quality beliefs (β = 0.399; p < 0.001) and perceived utility (β = 0.733; p < 0.001) confirms that brand status is a relevant background of satisfaction under hypothesis 2.

For the second objective, the findings reinforce the hypothesis about the multidimensionality of experiential resources, verifying the differentiated effects of product quality and brand experiences on hedonic and utilitarian values. While quality demonstrated greater predictive capacity for intense affective reactions (hedonic value), brand experiences were more strongly associated with beliefs of superior practical functionality (utility value).

In relation to the third objective, assumptions on the decisive influence of hedonic value on purchase decisions and brand loyalty on utility value were confirmed (β = 0.908 vs. β = 0.076; p < 0.001). This finding verifies that, in coffee markets, the generation of positive psycho-emotional significance is a more effective driver of preferences, choices, and future repurchases than functional benefits, per se. In their entirety, the results provide quantitative evidence to satisfactorily contrast the hypotheses, thus meeting the targets set for examining coffee consumption experience in the locations of interest.

Additionally, the empirical findings of this study corroborate the hypotheses raised about the positive effects of perceived product quality and brand experience on the generation of value and loyalty in coffee consumers, providing quantitative evidence through a rigorous analysis of structural equation modeling.

Specifically, the solid structural path from perceived quality to hedonic value (β = 0.776; p < 0.001) indicates the predominant role of organoleptic and sensory attributes in the affective evaluation of the product, in accordance with previous research in the coffee category [14,42]. This result emphasizes the relevance of optimally managing the expected and delivered quality in terms of the intensity and complexity of flavor, texture, retrogustity, aromaticity and other proximal predictors of quality, given its causal impact on the hedonic judgments of the target consumer.

Additionally, a positive and statistically significant effect of brand experience was found on quality beliefs (β = 0.399; p < 0.001) and perceived product utility (β = 0.733; p < 0.001), which is consistent with the theoretical body that emphasizes the role of image, branding, and other intangible brands over physical attributes in shaping perceptions, attitudes, and behaviors in coffee markets [20,21]. However, it is necessary to note that no direct relationship was found between brand experiences and hedonic consumer valuation, so a deeper psychometric analysis and potential adjustment of this construction is required to adequately capture its effects at the affective–motivational level.

On the other hand, the preponderance of hedonic value over utility as an immediate predictor of brand loyalty (β = 0.908 vs. β = 0.076; p < 0.001) reinforces the notion of a strong “emo-experiential” orientation in the motivations for buying and consuming coffee, in line with previous qualitative findings [43]. This primacy of the cocreation of positive psycho-emotional meaning has important applied repercussions, as it highlights the relevance of incorporating hedonic and experiential values both in product/service design and in communication and branding strategies.

Accordingly, the robust second order standardized total effect of perceived quality on brand loyalty (0.704; p < 0.001), mainly mediated by hedonic affective response, underlines the transcendence of focusing marketing efforts on consistently optimizing delivered sensory quality, leveraging its multiplier effect in generating affective brand attachment. This line-up allows one to direct multichannel initiatives toward those organoleptic attributes that have demonstrated effectiveness in provoking intense affective reactions in the target segment, constituting a strategic imperative within hedonic–symbolic categories.

The empirical evidence derived from this SEM has concrete strategic implications for how to optimally shape the purchase and consumption experience among current and potential coffee customers, emphasizing both sensory predictors and the cocreation of a brand identity capable of catalyzing affective meaning. It is recommended to deepen this quantitative research line by examining premium coffee categories, incorporating demographic moderators and analyzing representative samples of younger segments.

5. Conclusions

The results of this study, through structural equation modeling, provide empirical evidence for the effects of perceived quality and brand experiences on the formation of value and loyalty in coffee consumers. Specifically, a strong positive impact of perceived quality on hedonic value (β = 0.776; p < 0.001) was found, reflecting the crucial relevance of proximal sensory attributes in determining indulgence and intense affective reactions.

These findings have theoretical implications for quantitatively supporting the relevance of sensory and branding predictors in generating intense affective responses and loyalty in markets dominated by products with a strong hedonic–symbolic orientation. Similarly, the empirical demonstration of the differentiated predictive capacity of perceived quality and brand experiences on different dimensions of value contributes to the theoretical understanding of these constructs and their causal interrelationship.

For managerial implications, the results emphasize the need for marketing professionals to direct strategic measures to consistently optimize delivered sensory attributes, given their proven effectiveness in increasing consumer emotional attachment to the brand. Similarly, it is recommended that experiential and symbolic values be incorporated into product/service design and branding communication, taking advantage of their influence on the generation of positive affective meaning and attitude loyalty.

It is recommended that this line of quantitative research be expanded by examining the moderating role of demography and psychography in young segments of high purchasing power, as well as by analyzing premium and specialty coffee categories to strengthen external validity. At the same time, it is essential to improve how brand experience is defined and measured using psychometric analysis to discover possible direct influences on how the target audience values the pleasure and satisfaction that the brand provides them.