Publicação
What are the drivers of brand perceptions and preferences in the German and Portuguese energy drink market
| Resumo: | The energy drink market is a fast-growing market, which is getting more and more important. To gain more insights into this relatively young market, this report focuses on the perceptions and preferences of German and Portuguese consumers. This report concludes that today, energy drink brands still struggle with the lack of scientific studies regarding some of the stimulants used in their composition. Moreover, the analysis shows that while preferences for many attributes vary among segments, healthier and zero-sugar versions are always preferred. The bad perception of energy drinks brands is still holding people from consuming them in both analysed countries |
|---|---|
| Autores principais: | Jakobs, Marcel |
| Assunto: | Perceptual map Attributes Energy drinks Consumer behaviour Beverage industry Brand perception Conjoint analysis Consumer goods |
| Ano: | 2023 |
| 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 |
| Resumo: | The energy drink market is a fast-growing market, which is getting more and more important. To gain more insights into this relatively young market, this report focuses on the perceptions and preferences of German and Portuguese consumers. This report concludes that today, energy drink brands still struggle with the lack of scientific studies regarding some of the stimulants used in their composition. Moreover, the analysis shows that while preferences for many attributes vary among segments, healthier and zero-sugar versions are always preferred. The bad perception of energy drinks brands is still holding people from consuming them in both analysed countries |
|---|