Author(s): Elizabeth E. Garcia-Salirrosas, Ledy Gomez-Bayona, Gustavo Moreno-Lopez, Graciela Margot Vejarano Garcia, Julia Maria Marroquin Figueroa, Jorge Alberto Esponda Perez
The consumer is a key link for the development of agribusiness, so the interest in studying their behavior, on the part of professions and academics, has increased in recent years; With the arrival of covid-19, this field of study is more relevant, considering the new context that has changed certain habits and customs in consumer behavior. The perceived value of a product or service by the consumer plays a fundamental role in people's behavior in relation to their purchase decision.
The objective of this study was to evaluate the reliability and validity of the PERVAL scale in the coffee consumer in the Peruvian market in times of pandemic. Cross-sectional, quantitative approach research was carried out using the survey technique. The sampling was non-probabilistic for convenience, forming a sample that consisted of 428 valid responses. Each of the informants was a coffee consumer that allowed to evaluate the values ??????of coffee consumption as: emotional value, social value, quality of functional value and price of functional value. To assess the reliability and validity of the PERVAL scale, exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were used. The results showed that for the application of the PERVAL scale to measure the perceived value of coffee in the Peruvian context, it is necessary to eliminate three items: 2 related to quality and 1 related to social value, with which the scale achieves a good fit.