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Field lab deciphering the key elements driving German consumer perceptions and preferences for Frozen ready-to-eat meals-a quantitative analysis on consumer perception

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Resumo:The German frozen ready-to-eat (RTE) meals market is undergoing significant changes in product offerings, consumer perceptions, and preferences. The research gap created by a lack of insights into the German market is filled by identifying the factors influencing German consumers' choice of frozen RTE meals and focusing on generational differences. Using perceptual mapping, two dominant perceptual dimensions emerge: one centered on non-monetary values, the other on value associations. Demographic factors significantly impact consumer perceptions. In general, Frosta is the dominant brand across various demographics. This work offers insights for crafting successful product strategies and proposes future research implications.
Autores principais:Dreyer, Elena
Assunto:Marketing research Multidimensional perceptual map Brand perceptions Brand preference Frozen ready-to-eat meals Consumer preferences Consumer perceptions
Ano:2026
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

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