Focused group technique was used in this work with the aim of investigating consumers' attitudes, opinions, concepts and thoughts related to coffee package, which may affect their purchase decision. Three focus group sessions of ninety minutes were carried out (two sessions in Viçosa/MG and one session in Londrina/PR), totaling 24 participants. Five coffee packages were presented (four being organic coffee packages due to the necessity of obtaining more information about organic coffee). In order to stimulate discussion all consumers (participants?) were asked to fill in a questionnaire after each session. The obtained data were studied taking into account statements made by consumers without performing any data statistical analysis due to the focused group's qualitative nature. The main observed factors presented on coffee package during the purchase process were price, package color and brand. Many consumers were loyal to brand and others admitted to pay more for an organic product, depending on its price. It is suggested that on the organic coffee package labeling should be emphasized the product identification for those who don't know anything about organic production technique.
Organic coffee; focused group; behavior; qualitative method
