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

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.