Re-enchanting the dona Antónia sub-brand in Portugal: how can the Port wine sector attract Portuguese millennials and gen z

Detalhes bibliográficos
Autor(a) principal: Fundo, Marta Marisa Gonçalves
Data de Publicação: 2022
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/157243
Resumo: The Port wine brand Dona Antónia strives for higher growth in the Portuguese market. To obtain insights about the market, mystery shopping, consumer in-depth interviews, and a quantitative survey were conducted. Results show that the segment of young consumers seems to be distant from the Port wine, which compromises the sustainability of the category. Through collective effort, it is aimed to overcome the lack of appeal of the Port wine category to Portuguese Millennials and Gen Z by demystifying the beverage, creating new moments of consumption, enhancing targeted marketing, and raising young consumers’ Port wine knowledge.
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spelling Re-enchanting the dona Antónia sub-brand in Portugal: how can the Port wine sector attract Portuguese millennials and gen zPort wineMarketingInnovationConsumptionMillennialsGenzDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe Port wine brand Dona Antónia strives for higher growth in the Portuguese market. To obtain insights about the market, mystery shopping, consumer in-depth interviews, and a quantitative survey were conducted. Results show that the segment of young consumers seems to be distant from the Port wine, which compromises the sustainability of the category. Through collective effort, it is aimed to overcome the lack of appeal of the Port wine category to Portuguese Millennials and Gen Z by demystifying the beverage, creating new moments of consumption, enhancing targeted marketing, and raising young consumers’ Port wine knowledge.Silveira, Catherine daMaman, Anne-FloreRUNFundo, Marta Marisa Gonçalves2023-01-172022-12-162026-12-16T00:00:00Z2023-01-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/157243TID:203313526enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:39:33Zoai:run.unl.pt:10362/157243Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:56:38.227590Repositório 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 Re-enchanting the dona Antónia sub-brand in Portugal: how can the Port wine sector attract Portuguese millennials and gen z
title Re-enchanting the dona Antónia sub-brand in Portugal: how can the Port wine sector attract Portuguese millennials and gen z
spellingShingle Re-enchanting the dona Antónia sub-brand in Portugal: how can the Port wine sector attract Portuguese millennials and gen z
Fundo, Marta Marisa Gonçalves
Port wine
Marketing
Innovation
Consumption
Millennials
Genz
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Re-enchanting the dona Antónia sub-brand in Portugal: how can the Port wine sector attract Portuguese millennials and gen z
title_full Re-enchanting the dona Antónia sub-brand in Portugal: how can the Port wine sector attract Portuguese millennials and gen z
title_fullStr Re-enchanting the dona Antónia sub-brand in Portugal: how can the Port wine sector attract Portuguese millennials and gen z
title_full_unstemmed Re-enchanting the dona Antónia sub-brand in Portugal: how can the Port wine sector attract Portuguese millennials and gen z
title_sort Re-enchanting the dona Antónia sub-brand in Portugal: how can the Port wine sector attract Portuguese millennials and gen z
author Fundo, Marta Marisa Gonçalves
author_facet Fundo, Marta Marisa Gonçalves
author_role author
dc.contributor.none.fl_str_mv Silveira, Catherine da
Maman, Anne-Flore
RUN
dc.contributor.author.fl_str_mv Fundo, Marta Marisa Gonçalves
dc.subject.por.fl_str_mv Port wine
Marketing
Innovation
Consumption
Millennials
Genz
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Port wine
Marketing
Innovation
Consumption
Millennials
Genz
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description The Port wine brand Dona Antónia strives for higher growth in the Portuguese market. To obtain insights about the market, mystery shopping, consumer in-depth interviews, and a quantitative survey were conducted. Results show that the segment of young consumers seems to be distant from the Port wine, which compromises the sustainability of the category. Through collective effort, it is aimed to overcome the lack of appeal of the Port wine category to Portuguese Millennials and Gen Z by demystifying the beverage, creating new moments of consumption, enhancing targeted marketing, and raising young consumers’ Port wine knowledge.
publishDate 2022
dc.date.none.fl_str_mv 2022-12-16
2023-01-17
2023-01-17T00:00:00Z
2026-12-16T00:00:00Z
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/10362/157243
TID:203313526
url http://hdl.handle.net/10362/157243
identifier_str_mv TID:203313526
dc.language.iso.fl_str_mv eng
language eng
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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
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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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