Understanding consumer patterns in the vodka market

• Autor(a) principal: Guerra, Filipe Tomé
• 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/10362/163335
• topic: Consumer behaviour; Purchase decisions; Perceptual maps; Conjoint analysis; Alcoholic beverages; Spirits; Vodka; Brand perception; Attributes; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

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 conjoint analysis, it was possible to understand consumers 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.