Publicação
Navigating intimacy: delving into the perspectives and preferences of Portuguese younger generations towards the adoption of safer choices
| Resumo: | This Master’s Thesis investigates the concerning decline in condom usage among younger generations in Portugal, revealing an alarming rise in sexually transmitted diseases. Through market research techniques such as Perceptual Maps and Conjoint Analysis, this study takes a methodical approach to explore the variables impacting the decision-making regarding condom adoption, providing a comprehensive analysis regarding Portuguese perceptions and preferences on condoms. The main findings offer actionable insights for public health campaigns and condom manufacturers, to better address and meet consumers’ needs, aiming to reverse this concerning trend and mitigating the associated public health risks among younger generations in Portugal. |
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| Autores principais: | Cunha, Ana Rodrigues |
| Assunto: | Marketing research Conjoint analysis Perceptual maps Condom market Condom usage Marketing Consumer preferences Consumer perceptions |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This Master’s Thesis investigates the concerning decline in condom usage among younger generations in Portugal, revealing an alarming rise in sexually transmitted diseases. Through market research techniques such as Perceptual Maps and Conjoint Analysis, this study takes a methodical approach to explore the variables impacting the decision-making regarding condom adoption, providing a comprehensive analysis regarding Portuguese perceptions and preferences on condoms. The main findings offer actionable insights for public health campaigns and condom manufacturers, to better address and meet consumers’ needs, aiming to reverse this concerning trend and mitigating the associated public health risks among younger generations in Portugal. |
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