Market Projection and Neurovisual Evaluation of a Honduran Cold Brew Coffee in Tegucigalpa (#934)

Authors

Ortez Amador, Maria Celeste

Leal Plata, Martin Alberto

Calix Morales, Marvin Josue

Varela Pinto, Carlos Ramón

Abstract

The global ready-to-drink (RTD) coffee market has witnessed exponential growth, with cold brew emerging as one of its fastest-growing segments due to consumer preferences for smoother flavor profiles, lower acidity, and convenience. This study evaluates the market potential and neurovisual perception of Café Nativo’s cold brew coffee in Tegucigalpa, Honduras. A mixed-method design was applied, combining quantitative surveys (n = 246), competitive benchmarking, and neuromarketing experiments using eye-tracking. Surveys provided insights into coffee consumption habits, cold brew familiarity, purchase intentions, and flavor preferences. Demand was projected using behavioral correction and innovation adoption models, adjusted for socioeconomic and demographic segments identified by the Instituto Nacional de Estadística (INE). Eye-tracking experiments analyzed visual fixation patterns and emotional responses (joy, valence, confusion) to packaging stimuli. Results indicate a 56% definite purchase intention, leading to an adjusted annual demand of 1.88 million units despite current production capacity of 1.2 million units. Heatmaps revealed fixation hotspots on brand and flavor cues, while nutritional information received moderate attention. Gender differences in emotional responses suggest targeted design strategies. These findings support a phased rollout strategy and highlight packaging refinements to enhance competitive positioning in the local RTD coffee market.