You hate what you drink, you love what you don´t

Detalhes bibliográficos
Autor(a) principal: Sena, Miguel Maurice Nunes Harrington
Data de Publicação: 2013
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.5/6286
Resumo: Mestrado em Marketing
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spelling You hate what you drink, you love what you don´tConsumer PerceptionBrandSensorial ValuationBlind TestBeerIntrinsic and Extrinsic cuesMestrado em MarketingAlthough a considerable amount of research into beer consumer behavior has been conducted in several countries, no publicly available such study performed in Portugal has been found. The aim of this research is to understand young consumers' perceptions regarding six brands available in Portuguese retailers and to compare the results with other studies. In this research the author developed a conceptual framework and defined hypotheses, permitting an answer to the purpose of this investigation. Different techniques for collecting data such as surveys and experimentations were used and analysed statistically. The findings suggest that the presence of the brand and packaging are determinant in the formation of consumers' sensorial expectations and play a central role in consumers' evaluation, even if those attributes are not recognized as more important in consumers'perspectives. The majority of participants were unable to Recognize their favourite brand in the blind-test evaluation, and the two brands that were rated in last positions in the survey climbed to the top when they were not identifiable, even if in consumers'perspectives the taste is the most important attribute when choosing a beer. The main beneficiaries of the research should be breweries and, more precisely, marketing and brand managers because it provides important insights into the attributes young consumers value most and suggests strategies for marketing and advertising campaigns. The research can also provide an academic contribution because it specifies the processes to conduct blind test experimentations and suggests further studies based on the investigation results. It also, once again, makes obvious the importance of brand awareness.Instituto Superior de Economia e GestãoCastro, Luís Mota deRepositório da Universidade de LisboaSena, Miguel Maurice Nunes Harrington2014-01-03T17:26:51Z20132013-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.5/6286engSena, Miguel Maurice Nunes Harrington. 2013. "You hate what you drink, you love what you don´t". Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão.info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-03-06T14:37:08Zoai:www.repository.utl.pt:10400.5/6286Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T16:53:41.747754Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv You hate what you drink, you love what you don´t
title You hate what you drink, you love what you don´t
spellingShingle You hate what you drink, you love what you don´t
Sena, Miguel Maurice Nunes Harrington
Consumer Perception
Brand
Sensorial Valuation
Blind Test
Beer
Intrinsic and Extrinsic cues
title_short You hate what you drink, you love what you don´t
title_full You hate what you drink, you love what you don´t
title_fullStr You hate what you drink, you love what you don´t
title_full_unstemmed You hate what you drink, you love what you don´t
title_sort You hate what you drink, you love what you don´t
author Sena, Miguel Maurice Nunes Harrington
author_facet Sena, Miguel Maurice Nunes Harrington
author_role author
dc.contributor.none.fl_str_mv Castro, Luís Mota de
Repositório da Universidade de Lisboa
dc.contributor.author.fl_str_mv Sena, Miguel Maurice Nunes Harrington
dc.subject.por.fl_str_mv Consumer Perception
Brand
Sensorial Valuation
Blind Test
Beer
Intrinsic and Extrinsic cues
topic Consumer Perception
Brand
Sensorial Valuation
Blind Test
Beer
Intrinsic and Extrinsic cues
description Mestrado em Marketing
publishDate 2013
dc.date.none.fl_str_mv 2013
2013-01-01T00:00:00Z
2014-01-03T17:26:51Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.5/6286
url http://hdl.handle.net/10400.5/6286
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv Sena, Miguel Maurice Nunes Harrington. 2013. "You hate what you drink, you love what you don´t". Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão.
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Instituto Superior de Economia e Gestão
publisher.none.fl_str_mv Instituto Superior de Economia e Gestão
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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