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Does Brand recognition outweigh price? Understanding consumer perceptions and preferences of private label vs. branded coffee capsules

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Resumo:In recent years, private labels have increasingly captured market share in the fast-moving consumer goods sector, particularly within the Portuguese coffee capsule market. Factors such as rising inflation, shifting consumer preferences, and the enhanced quality of private label products have intensified competition with established brands. This study explores the factors influencing consumer preferences for private label versus branded coffee capsules in Portugal. Through expert interviews, perceptual mapping, and conjoint analysis, the results indicate that branded products are often associated with innovation and emotional appeal, while private labels are gaining recognition for their favorable price-quality ratio.
Autores principais:Sari, Filippo
Assunto:Marketing research Brands perception Consumer behavior Coffee capsule market Conjoint analysis Perceptual map
Ano:2025
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso embargado
Instituição associada:Universidade Nova de Lisboa
Idioma:inglês
Origem:Repositório Institucional da UNL

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