Foundation of the personalized smoothie startup LIVBON : an analysis of consumer acceptance
Autor(a) principal: | |
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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/10400.14/38057 |
Resumo: | This paper deals with the topic of entrepreneurship. The objective of this paper is to provide an assessment of the research questions, whether the introduced startup LIVBON - a personalized smoothie venture – is in demand and which psychological factors explain the willingness to buy. The research question and the validation of the business plan are investigated using a survey and a financial model. To crystallize the demand and the resulting personality traits, this thesis examines seven constructs related to the big five model: extraversion, neuroticism, openness to experience, conscientiousness, agreeableness, innovativeness, and healthy lifestyle, alongside the control variables of price consciousness, monthly salary, and gender. The constructs were hypothesized individually to determine their impact of the willingness to buy a product from LIVBON. The survey with 19 questions, including ten items measuring personality, was adopted from the BFI-10 model with a reliability of 85% and a Cronbach's alpha of 0.7. The largest contributor to LIVBON is "monthly salary" (ß = -.307), followed by healthy lifestyle (ß = .316), price consciousness (ß = .257), innovativeness (ß = .221), and gender (ß = .220). Surprisingly, an important finding is that it is not personality that plays a role in selection, but attitude. Salary and healthy lifestyle, which play the largest role in LIVBON selection, should be emphasized. The company is profitable in month 13 related to the financial model. |
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Foundation of the personalized smoothie startup LIVBON : an analysis of consumer acceptanceEntrepreneurshipResearchPersonalityFinancial modelVentureSmoothieBig fiveDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis paper deals with the topic of entrepreneurship. The objective of this paper is to provide an assessment of the research questions, whether the introduced startup LIVBON - a personalized smoothie venture – is in demand and which psychological factors explain the willingness to buy. The research question and the validation of the business plan are investigated using a survey and a financial model. To crystallize the demand and the resulting personality traits, this thesis examines seven constructs related to the big five model: extraversion, neuroticism, openness to experience, conscientiousness, agreeableness, innovativeness, and healthy lifestyle, alongside the control variables of price consciousness, monthly salary, and gender. The constructs were hypothesized individually to determine their impact of the willingness to buy a product from LIVBON. The survey with 19 questions, including ten items measuring personality, was adopted from the BFI-10 model with a reliability of 85% and a Cronbach's alpha of 0.7. The largest contributor to LIVBON is "monthly salary" (ß = -.307), followed by healthy lifestyle (ß = .316), price consciousness (ß = .257), innovativeness (ß = .221), and gender (ß = .220). Surprisingly, an important finding is that it is not personality that plays a role in selection, but attitude. Salary and healthy lifestyle, which play the largest role in LIVBON selection, should be emphasized. The company is profitable in month 13 related to the financial model.Este documento trata do tema do empreendedorismo. O objectivo deste documento é fornecer uma avaliação das questões de investigação, se o LIVBON - um empreendimento de smoothie personalizado - é procurado e quais os factores psicológicos que explicam a vontade de comprar. A questão da investigação e a validação do plano de negócios são investigadas utilizando um inquérito e um modelo financeiro. Para cristalizar a procura e os traços de personalidade resultantes, esta tese examina sete construções relacionadas com o modelo dos cinco grandes: extraversão, neurótico, abertura à experiência, consciência, agradabilidade, capacidade de inovação, e estilo de vida saudável, juntamente com as variáveis de controlo da consciência de preços, salário mensal, e género. As construções foram hipotéticas individualmente para determinar o seu impacto da vontade de comprar um produto da LIVBON. O inquérito com 19 perguntas, incluindo dez itens que medem a personalidade, foi adoptado a partir do modelo BFI-10 com uma fiabilidade de 85% e um alfa de Cronbach de 0,7. O maior contribuinte do LIVBON é o "salário mensal" (ß = -.307), seguido de um estilo de vida saudável (ß = .316), consciência de preço (ß = .257), inovação (ß = .221), e género (ß = .220). Surpreendentemente, uma descoberta importante é que não é a personalidade que desempenha um papel na selecção, mas sim a atitude. Salário e estilo de vida saudável, que desempenham o maior papel na selecção LIVBON, deve ser enfatizado. A empresa é rentável no mês 13 relacionado com o modelo financeiro.Salvado, João CotterVeritati - Repositório Institucional da Universidade Católica PortuguesaRibbe, Justus Joe-Maximilian2022-07-04T11:04:18Z2022-01-242022-012022-01-24T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/38057TID:202965228enginfo: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:RCAAP2023-07-12T17:43:33Zoai:repositorio.ucp.pt:10400.14/38057Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:31:01.064113Repositório 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 |
Foundation of the personalized smoothie startup LIVBON : an analysis of consumer acceptance |
title |
Foundation of the personalized smoothie startup LIVBON : an analysis of consumer acceptance |
spellingShingle |
Foundation of the personalized smoothie startup LIVBON : an analysis of consumer acceptance Ribbe, Justus Joe-Maximilian Entrepreneurship Research Personality Financial model Venture Smoothie Big five Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Foundation of the personalized smoothie startup LIVBON : an analysis of consumer acceptance |
title_full |
Foundation of the personalized smoothie startup LIVBON : an analysis of consumer acceptance |
title_fullStr |
Foundation of the personalized smoothie startup LIVBON : an analysis of consumer acceptance |
title_full_unstemmed |
Foundation of the personalized smoothie startup LIVBON : an analysis of consumer acceptance |
title_sort |
Foundation of the personalized smoothie startup LIVBON : an analysis of consumer acceptance |
author |
Ribbe, Justus Joe-Maximilian |
author_facet |
Ribbe, Justus Joe-Maximilian |
author_role |
author |
dc.contributor.none.fl_str_mv |
Salvado, João Cotter Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Ribbe, Justus Joe-Maximilian |
dc.subject.por.fl_str_mv |
Entrepreneurship Research Personality Financial model Venture Smoothie Big five Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Entrepreneurship Research Personality Financial model Venture Smoothie Big five Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
This paper deals with the topic of entrepreneurship. The objective of this paper is to provide an assessment of the research questions, whether the introduced startup LIVBON - a personalized smoothie venture – is in demand and which psychological factors explain the willingness to buy. The research question and the validation of the business plan are investigated using a survey and a financial model. To crystallize the demand and the resulting personality traits, this thesis examines seven constructs related to the big five model: extraversion, neuroticism, openness to experience, conscientiousness, agreeableness, innovativeness, and healthy lifestyle, alongside the control variables of price consciousness, monthly salary, and gender. The constructs were hypothesized individually to determine their impact of the willingness to buy a product from LIVBON. The survey with 19 questions, including ten items measuring personality, was adopted from the BFI-10 model with a reliability of 85% and a Cronbach's alpha of 0.7. The largest contributor to LIVBON is "monthly salary" (ß = -.307), followed by healthy lifestyle (ß = .316), price consciousness (ß = .257), innovativeness (ß = .221), and gender (ß = .220). Surprisingly, an important finding is that it is not personality that plays a role in selection, but attitude. Salary and healthy lifestyle, which play the largest role in LIVBON selection, should be emphasized. The company is profitable in month 13 related to the financial model. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-07-04T11:04:18Z 2022-01-24 2022-01 2022-01-24T00:00:00Z |
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/10400.14/38057 TID:202965228 |
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http://hdl.handle.net/10400.14/38057 |
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TID:202965228 |
dc.language.iso.fl_str_mv |
eng |
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eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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