Understanding consumer behaviour in The Vodka market
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10362/154000 |
Resumo: | There has been an increasing growth of the distilled beverages consumption in Portugal, mostly among young generations. Recent studies proved young consumers drink almost four times more vodka than the average Portuguese consumer. The present research focuses on understanding consumer behaviour in the vodka market through interviews with market experts and vodka consumers and conducting structured surveys. Applying market research techniques such as maps and conjoint analysis, it was possible to understand how consumers perceive some existing brands – Eristoff, Smirnoff, Misss, Grey Goose, Cirôc and Absolut -, their preferences regarding product features and also to identify the main consumer decision making styles. It was verified that quality is associated with price, being the two most important attributes in the consumer decision-making of vodka and that although Portuguese vodka consumers are essentially price driven, they have minimum standards for quality. In addition, Cirôc and Grey Goose were perceived as the highest quality and sophisticated brands, while Eristoff and Absolut are more associated to excitement and enthusiasm. |
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Understanding consumer behaviour in The Vodka marketConsumer behaviourPurchase decisionsPerceptual mapConjoint analysisAlcoholic beverageSpiritsVodkaBrand perceptions preferencesAttributesDomínio/Área Científica::Ciências Sociais::Economia e GestãoThere has been an increasing growth of the distilled beverages consumption in Portugal, mostly among young generations. Recent studies proved young consumers drink almost four times more vodka than the average Portuguese consumer. The present research focuses on understanding consumer behaviour in the vodka market through interviews with market experts and vodka consumers and conducting structured surveys. Applying market research techniques such as maps and conjoint analysis, it was possible to understand how consumers perceive some existing brands – Eristoff, Smirnoff, Misss, Grey Goose, Cirôc and Absolut -, their preferences regarding product features and also to identify the main consumer decision making styles. It was verified that quality is associated with price, being the two most important attributes in the consumer decision-making of vodka and that although Portuguese vodka consumers are essentially price driven, they have minimum standards for quality. In addition, Cirôc and Grey Goose were perceived as the highest quality and sophisticated brands, while Eristoff and Absolut are more associated to excitement and enthusiasm.Gardete, PedroRUNMendes, Ana Rita Gonçalves Santinho2023-06-16T10:18:54Z2023-02-042023-01-202023-02-04T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/154000TID:203315537enginfo: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:RCAAP2024-03-11T05:36:29Zoai:run.unl.pt:10362/154000Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:55:27.868861Repositório 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 |
Understanding consumer behaviour in The Vodka market |
title |
Understanding consumer behaviour in The Vodka market |
spellingShingle |
Understanding consumer behaviour in The Vodka market Mendes, Ana Rita Gonçalves Santinho Consumer behaviour Purchase decisions Perceptual map Conjoint analysis Alcoholic beverage Spirits Vodka Brand perceptions preferences Attributes Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Understanding consumer behaviour in The Vodka market |
title_full |
Understanding consumer behaviour in The Vodka market |
title_fullStr |
Understanding consumer behaviour in The Vodka market |
title_full_unstemmed |
Understanding consumer behaviour in The Vodka market |
title_sort |
Understanding consumer behaviour in The Vodka market |
author |
Mendes, Ana Rita Gonçalves Santinho |
author_facet |
Mendes, Ana Rita Gonçalves Santinho |
author_role |
author |
dc.contributor.none.fl_str_mv |
Gardete, Pedro RUN |
dc.contributor.author.fl_str_mv |
Mendes, Ana Rita Gonçalves Santinho |
dc.subject.por.fl_str_mv |
Consumer behaviour Purchase decisions Perceptual map Conjoint analysis Alcoholic beverage Spirits Vodka Brand perceptions preferences Attributes Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Consumer behaviour Purchase decisions Perceptual map Conjoint analysis Alcoholic beverage Spirits Vodka Brand perceptions preferences Attributes Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
There has been an increasing growth of the distilled beverages consumption in Portugal, mostly among young generations. Recent studies proved young consumers drink almost four times more vodka than the average Portuguese consumer. The present research focuses on understanding consumer behaviour in the vodka market through interviews with market experts and vodka consumers and conducting structured surveys. Applying market research techniques such as maps and conjoint analysis, it was possible to understand how consumers perceive some existing brands – Eristoff, Smirnoff, Misss, Grey Goose, Cirôc and Absolut -, their preferences regarding product features and also to identify the main consumer decision making styles. It was verified that quality is associated with price, being the two most important attributes in the consumer decision-making of vodka and that although Portuguese vodka consumers are essentially price driven, they have minimum standards for quality. In addition, Cirôc and Grey Goose were perceived as the highest quality and sophisticated brands, while Eristoff and Absolut are more associated to excitement and enthusiasm. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-06-16T10:18:54Z 2023-02-04 2023-01-20 2023-02-04T00:00:00Z |
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/10362/154000 TID:203315537 |
url |
http://hdl.handle.net/10362/154000 |
identifier_str_mv |
TID:203315537 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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.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 |
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1799138141555130368 |