<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1659-3359</journal-id>
<journal-title><![CDATA[Tec Empresarial]]></journal-title>
<abbrev-journal-title><![CDATA[Tec Empre.]]></abbrev-journal-title>
<issn>1659-3359</issn>
<publisher>
<publisher-name><![CDATA[Instituto Tecnológico de Costa Rica]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1659-33592016000200017</article-id>
<article-id pub-id-type="doi">10.18845/te.v10i2.2652</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Los Millennials y el consumo de café: el caso de Costa Rica.]]></article-title>
<article-title xml:lang="en"><![CDATA[The Millennials and coffee consumption: the case of Costa Rica]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[AguirreGonzález]]></surname>
<given-names><![CDATA[JuanAntonio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Latina  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>CR</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>10</month>
<year>2016</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>10</month>
<year>2016</year>
</pub-date>
<volume>10</volume>
<numero>2</numero>
<fpage>17</fpage>
<lpage>28</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_arttext&amp;pid=S1659-33592016000200017&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_abstract&amp;pid=S1659-33592016000200017&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.sa.cr/scielo.php?script=sci_pdf&amp;pid=S1659-33592016000200017&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[ResumenLa generación Y, o millennials, parece ser clave en el futuro consumo de café. El objetivo de este estudio es conocer las razones que motivan a los millennials a consumir esta bebida. La investigación fue hecha mediante una encuesta telefónica a 1199 personas. De esta encuesta fueron segregadas 395 personas, o sea, las correspondientes a quienes se encontraban entre los 18 y 29 años de edad, es decir los millennials. Los resultados muestran que los factores que estarían determinando el consumo de café son: el género, el efecto energizante, la marca, cuánto paga y la familia; por otra parte, como fuentes de información se tiene: la televisión, las redes sociales, la radio, las revistas y la familia. Factores como el aroma y la calidad resultan importantes para los millennials, quienes parecen estar dispuestos a pagar por ellos. El efecto energizante es el segundo aspecto importante después del género, y está relacionado con la salud. El consumidor estudiado parece buscar una experiencia de consumo en lugar de una simplesocialización. Cómo se puede lograr esta experiencia es el reto que enfrentará la industria en los próximos años.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[AbstractGeneration Y seems to be key in the future consumption of coffee. The aim of the study is to determine the reasons behind their coffee consumption. The survey was done via telephone. A group of 395 surveys, composed by 18 to 29 years old interviewees, was segregated from a larger number of surveys. The results show that the most important factors in determining coffee consumption are: gender, energizing effect, brand, price paid and family; and, as sources of information, television, social networks, radio, magazines and family. Aroma and quality are also important to millennials, who are willing to pay for them. Gender is the most important factor, followed by the energizing effect. The health effect is present in a very clear fashion. The millennial consumer seems to seek an experience rather than simple socialization, and this will become a new challenge for the coffee industry in the coming years.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Coffee]]></kwd>
<kwd lng="en"><![CDATA[consumption]]></kwd>
<kwd lng="en"><![CDATA[millennia's]]></kwd>
<kwd lng="en"><![CDATA[models]]></kwd>
<kwd lng="en"><![CDATA[Costa Rica]]></kwd>
<kwd lng="es"><![CDATA[Café]]></kwd>
<kwd lng="es"><![CDATA[consumo]]></kwd>
<kwd lng="es"><![CDATA[millennials]]></kwd>
<kwd lng="es"><![CDATA[modelos]]></kwd>
<kwd lng="es"><![CDATA[Costa Rica]]></kwd>
</kwd-group>
</article-meta>
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