Skyr yogurts : the future of this emerging market
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/26242 |
Resumo: | The aim of this dissertation is to analyse the possibilities of improving the Skyr yogurts market, by investigating the attitudes towards its consumption and consumers’ perceptions of this dairy. Therefore, the reasons why people are changing their concerns for their lifestyle, towards a healthier way of living, focusing mainly on their diets, are evaluated. The Functional Food category is, as such, used as a starting point, to assess the areas of study, namely: attitudes, acceptance and attributes. This study’s methodology consists of qualitative and quantitative research, and data was collected firstly through in-depth interviews with key opinion leaders in this area, Skyr consumers and non-consumers. Then, an online questionnaire was shared, which enabled the collection of 405 answers for further analysis. Concerning results, it is possible to find that people are concerned with living a healthier lifestyle, with special care for their diet and the practice of physical activities. Additionally, it is feasible to understand which attributes of Skyr yogurts positively influence the overall satisfaction of consumers, and analyse its consumption with the distinction of different sociodemographic characteristics. Therefore, it is possible to discover this emerging market, in particular its consumers and different competitors, considering Portugal. This research study, focused on Skyr yogurts, is a reasonable source for organizations in the food sector, to understand consumers’ preferences and the need for possible innovations in this area. |
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Skyr yogurts : the future of this emerging marketSkyrYogurtProteinDairyFunctional foodLifestyleIogurtesProteínaLacticíniosAlimentação funcionalDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe aim of this dissertation is to analyse the possibilities of improving the Skyr yogurts market, by investigating the attitudes towards its consumption and consumers’ perceptions of this dairy. Therefore, the reasons why people are changing their concerns for their lifestyle, towards a healthier way of living, focusing mainly on their diets, are evaluated. The Functional Food category is, as such, used as a starting point, to assess the areas of study, namely: attitudes, acceptance and attributes. This study’s methodology consists of qualitative and quantitative research, and data was collected firstly through in-depth interviews with key opinion leaders in this area, Skyr consumers and non-consumers. Then, an online questionnaire was shared, which enabled the collection of 405 answers for further analysis. Concerning results, it is possible to find that people are concerned with living a healthier lifestyle, with special care for their diet and the practice of physical activities. Additionally, it is feasible to understand which attributes of Skyr yogurts positively influence the overall satisfaction of consumers, and analyse its consumption with the distinction of different sociodemographic characteristics. Therefore, it is possible to discover this emerging market, in particular its consumers and different competitors, considering Portugal. This research study, focused on Skyr yogurts, is a reasonable source for organizations in the food sector, to understand consumers’ preferences and the need for possible innovations in this area.O objetivo deste estudo é analisar as possibilidades de favorecer o mercado dos Iogurtes Skyr, investigando as atitudes que levam ao seu consumo, e as perceções dos consumidores relativamente a este lacticínio. Assim, as razões que têm levado as pessoas a alterarem o seu estilo de vida, para uma atitude mais saudável, principalmente focada na alimentação, são analisadas. Desta forma, a categoria de alimentos com benefícios funcionais é utilizada como ponto de partida, de forma a determinar as áreas de estudo, nomeadamente: atitudes, aceitação e atributos. A metodologia deste estudo consiste numa pesquisa qualitativa e quantitativa, em que os dados foram recolhidos primeiramente através de entrevistas com líderes de opinião nesta área, consumidores e não-consumidores de Skyr. Seguidamente, um questionário foi partilhado, onde foi possível recolher 405 respostas para serem analisadas posteriormente. Considerando os resultados, é possível perceber que as pessoas estão a preocupar-se mais com o seu estilo de vida, especialmente com a alimentação e com a prática de exercício físico. Para além disso, é possível entender quais os atributos dos iogurtes Skyr que influenciam positivamente a satisfação global dos consumidores, e analisar o consumo considerando as diferentes características sociodemográficas. Deste modo, é possível descobrir este mercado emergente, especialmente os seus consumidores e diferentes concorrentes, considerando Portugal. Este estudo, focado nos iogurtes Skyr, é uma fonte plausível para as organizações que atuam no sector alimentar, de forma a perceberem as preferências e necessidades dos consumidores para possíveis inovações nesta área.Rita, Miguel Fontes Casegas CorreiaVeritati - Repositório Institucional da Universidade Católica PortuguesaAfonso, Joana Martins de Carvalho2018-11-29T16:15:33Z2018-03-0220182018-03-02T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/26242TID:201887959enginfo: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:RCAAP2023-07-12T17:31:43Zoai:repositorio.ucp.pt:10400.14/26242Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:20:56.555547Repositório 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 |
Skyr yogurts : the future of this emerging market |
title |
Skyr yogurts : the future of this emerging market |
spellingShingle |
Skyr yogurts : the future of this emerging market Afonso, Joana Martins de Carvalho Skyr Yogurt Protein Dairy Functional food Lifestyle Iogurtes Proteína Lacticínios Alimentação funcional Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Skyr yogurts : the future of this emerging market |
title_full |
Skyr yogurts : the future of this emerging market |
title_fullStr |
Skyr yogurts : the future of this emerging market |
title_full_unstemmed |
Skyr yogurts : the future of this emerging market |
title_sort |
Skyr yogurts : the future of this emerging market |
author |
Afonso, Joana Martins de Carvalho |
author_facet |
Afonso, Joana Martins de Carvalho |
author_role |
author |
dc.contributor.none.fl_str_mv |
Rita, Miguel Fontes Casegas Correia Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Afonso, Joana Martins de Carvalho |
dc.subject.por.fl_str_mv |
Skyr Yogurt Protein Dairy Functional food Lifestyle Iogurtes Proteína Lacticínios Alimentação funcional Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Skyr Yogurt Protein Dairy Functional food Lifestyle Iogurtes Proteína Lacticínios Alimentação funcional Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The aim of this dissertation is to analyse the possibilities of improving the Skyr yogurts market, by investigating the attitudes towards its consumption and consumers’ perceptions of this dairy. Therefore, the reasons why people are changing their concerns for their lifestyle, towards a healthier way of living, focusing mainly on their diets, are evaluated. The Functional Food category is, as such, used as a starting point, to assess the areas of study, namely: attitudes, acceptance and attributes. This study’s methodology consists of qualitative and quantitative research, and data was collected firstly through in-depth interviews with key opinion leaders in this area, Skyr consumers and non-consumers. Then, an online questionnaire was shared, which enabled the collection of 405 answers for further analysis. Concerning results, it is possible to find that people are concerned with living a healthier lifestyle, with special care for their diet and the practice of physical activities. Additionally, it is feasible to understand which attributes of Skyr yogurts positively influence the overall satisfaction of consumers, and analyse its consumption with the distinction of different sociodemographic characteristics. Therefore, it is possible to discover this emerging market, in particular its consumers and different competitors, considering Portugal. This research study, focused on Skyr yogurts, is a reasonable source for organizations in the food sector, to understand consumers’ preferences and the need for possible innovations in this area. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-11-29T16:15:33Z 2018-03-02 2018 2018-03-02T00:00:00Z |
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/10400.14/26242 TID:201887959 |
url |
http://hdl.handle.net/10400.14/26242 |
identifier_str_mv |
TID:201887959 |
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 |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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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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1799131908193386496 |