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The Trading up phenomenon in the beer product category in Portugal
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Orientador(es)
Resumo(s)
The purpose of this Work project is to analyze the Trading up phenomenon in the beer product category in Portugal and infer of about the potentiality of this market segment. In order to do so, the core of this work project consists of a marketing research
regarding consumer’s perception of the concept of “premium” in the beer product category. It is concluded that there are many barriers that limit the rapid growth of this segment mainly derived from consumers’ behaviour when consuming beer and from consumer’s actual judgment of premium beers.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the Faculdade de Economia da Universidade Nova de Lisboa
Palavras-chave
Trading up phenomenon Beer product category Premium Consumer behavior