Does pricier coffee always mean good coffee?
Actually , no!
However, pricey coffee can actually be made seemingly better than it actually is. Want to know how? Consider these:
Presentation is said to be responsible for half of everything we do. An extraordinary presentation of coffee for example creates expectations pleasing to the senses. All the five major body senses consisting of sight, smell, hearing, taste, and feel, react positively to what they perceive as good.
When we see coffee prepared in a way that is different and exciting, our sensory perceptions tell us that we are about to taste something extraordinary. Usually, the perception is accepted unless the product turns out to be so blatantly ordinary or worse, bad tasting. The decision of whether something is good or bad is done by the brain based on the signals it receives from the senses.
Why do we pay so much to dine in a fine restaurant compared to a fast-food place? A large part of the reason is the pleasant experience of eating in a much finer environment. Ample dining space, soft music, dining personnel at the customer’s beck and call, and an over-all elegant physical arrangement make up the ambiance. That ambiance comes at a price since it will cost the owner a substantial amount to produce such a feel.
Drinking coffee in an elegant coffee shop is generally more pleasing than drinking coffee in a crowded coffee corner. Again, perception can play a big part in deciding whether a cup of coffee is good or bad. This is especially so since drinking good coffee evokes visions of relaxation and unhurried appreciation.
If there is anything that can influence perception a lot, branding would probably be one of them. This is the reason why companies try so hard to establish brands that will be associated with quality and excellence. Every company hopes that their product will be the first one in mind when it comes to customer preference.
Perception and expectation are key elements why customers would be willing to shell out much more for a Starbucks coffee but would be unwilling to do so for an unknown brand. The persuasive power of marketing really cannot be underestimated. Marketing can make one product look better than it actually is.
Not everything expensive is better than their cheaper counterparts. We have to admit however that perceptions can be changed. Even genuinely exceptional good-tasting coffee can leave a bad taste in the mouth if priced too high.