Consumer Science and Strategic Marketing: Coffee Consumption and Coffee Industry Strategies in Brazil provides an overview of the coffee sector, with emphasis on marketing strategies and consumer behavior, and presents strategies for transforming coffee consumption. Brazil production, marketing, and leadership in the coffee sector makes the country the second largest contributor to world coffee consumption. Broken into four parts, the book focuses on market outlook, factors, and trends; coffee farmers' perceptions and contributions; coffee industry strategies; and the role of retail and the consumer. The book presents the importance of an academician-practitioner perspective to bridge the gap between scholars and managers and also between business schools and the entrepreneurial world. Consumer Science and Strategic Marketing: Coffee Consumption and Coffee Industry Strategies in Brazil makes specific use of global case studies to ensure the reader is equipped to improve their analytical skills and strategic thinking. Appropriate for researchers in the fields of food retail and producing, food marketing, consumer behavior, consumer science, agribusiness marketing and strategy, food industry strategy; undergraduate and post-graduate students studying marketing, consumer behavior, strategy, agribusiness marketing and strategy; practitioners in the food industry, marketing managers, and marketing and strategy consultants, this book is a must-read for those contributing to the coffee industry. Provides an overview of the coffee sector placing special emphasis on marketing strategies and consumer behavior Presents strategies for transforming coffee consumption Addresses market outlook, factors, and trends Explores coffee farmers' perceptions and contributions Outlines coffee industry strategies Studies the role of retail and the consumer Includes questions and exercises based on the case studies and concepts and research results presented throughout.