abstract
- © 2018, © 2018 Taylor & Francis. This study contributes to the understanding of the consumer¿s ability to distinguish levels of quality of a product comparing it to an objective evaluation. Also, it was hypothesized that a higher level of education would lead to a better ability to discriminate quality. Perceived and objective quality are compared using a semi-experimental design with subjects evaluating coffee attributes. Objective values are provided by certified expert coffee cuppers, whereas perceived values are obtained from regular coffee drinkers. Results suggest that the importance placed on each attribute (aroma, flavour, body, and residual flavour) by the consumer is different from that placed on each attribute by the experts. Furthermore, the most relevant attribute for the consumer (flavour) is distinct from the one most relevant for experts (residual flavour). Additionally, the consumer is unable to distinguish quality levels as an expert can do, regardless of his education level.