The study of consumer's profile and the factors involved in the process of coffee purchase is an important tool in the identification of the different segments of this market and its potentialities. On the other hand, it is also important to understand the reasons why some consumers refuse the drink. Therefore, the aim of this study was to interview the residents of the city of Belo Horizonte - MG - Brazil in order to identify consumers and non consumers of coffee to trace the profile of both, to describe their characteristics, motivational factors and justifications to consume coffee, or not. For that reason, 250 consumers were interviewed and the results were evaluated in a descriptive way. The results revealed that the drink is consumed by a heterogeneous portion of consumers which corresponds to most of the population. In general, consumers associate the consumption of coffee to habit, pleasure, family, friendship, and work. This indicates the motivations for the consumption of coffee, and it reflects the social meaning of the drink in the domestic environment, work or in friendship circles. This meaning is strongly associated with habits of the Brazilian society. The need of expansion of this market among youths was observed.
coffee; consumption; non-consumption; market; motivations
