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Consumer perceptions and preferences for hard seltzers in Portugal: a comparative study with beer, wine, and cider- building the foundation for the study through a Mmethodological approach and preliminary interviews

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Summary:The following individual part outlines the methodology used to examine consumer preferences and perceptions of Hard Seltzers in Portugal, incorporating three primary components: preliminary interviews, perceptual mapping, and conjoint analysis. Additionally, it explores the findings from preliminary interviews conducted with consumers and an expert. The results indicate that Phunk is the brand most easily recalled by all consumers, while other brands suffer from a lack of familiarity. To encourage increased consumption, it is recommended to improve availability of Hard Seltzers in bars, restaurants, and clubs, as well as enhance the cohesive placement of this product in supermarkets for better visibility.
Main Authors:Paraíso, Marta Rodrigues Carvalho Lajinha
Subject:Interviews Alcoholic beverages Hard seltzers Portugal Methodology Consumer insights Market research
Year:2023
Country:Portugal
Document type:master thesis
Access type:open access
Associated institution:Universidade Nova de Lisboa
Language:English
Origin:Repositório Institucional da UNL

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