Publicação
Navigating intimacy: breaking down the factors influencing the adoption of safer choices among younger generations
| Resumo: | This Master’s Thesis investigates the concerning decline in condom usage among young people in Portugal, contributing to an alarming rise in sexually transmitted diseases. The research takes a methodical approach to explore the variables impacting the decision-making regarding condom adoption. Through market research techniques such as Perceptual Maps and Conjoint Analysis, the conducting surveys provide a comprehensive analysis regarding consumer perceptions and preferences among Portuguese young adults. The main findings aim to give actionable insights for public health campaigns, aspiring to reverse the falling trend in condom usage and mitigating the associated public health risks among younger generations in Portugal. |
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| Autores principais: | Pereira, Raquel Gomes Ramos |
| Assunto: | Marketing Marketing research Perceptual maps Consumer perceptions Conjoint analysis Consumer preferences Condom market Condom usage |
| 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 young people in Portugal, contributing to an alarming rise in sexually transmitted diseases. The research takes a methodical approach to explore the variables impacting the decision-making regarding condom adoption. Through market research techniques such as Perceptual Maps and Conjoint Analysis, the conducting surveys provide a comprehensive analysis regarding consumer perceptions and preferences among Portuguese young adults. The main findings aim to give actionable insights for public health campaigns, aspiring to reverse the falling trend in condom usage and mitigating the associated public health risks among younger generations in Portugal. |
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