Publicação
A comprehensive data analysis of market trends and performance in the NAB Italian market
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | |
| dc.contributor.advisor | Laghaie, Arash | |
| dc.contributor.author | Martinelli, Gabriele | |
| dc.date.accessioned | 2026-02-23T11:55:03Z | |
| dc.date.available | 2026-02-23T11:55:03Z | |
| dc.date.issued | 2025-01-21 | |
| dc.date.submitted | 2025-01-21 | |
| dc.description.abstract | Non-alcoholic beer (NAB) is becoming more and more popular in Italy. This study looks at factors that influence consumer choices, with a focus on taste, packaging, and health claims. Experienced buyers look for premium attributes, complexity in taste and authenticity, while beginners prioritize affordability, transparency and emotional connection. Using conjoint analysis and perceptual mapping, the study identifies ways that NAB brands may use to improve their marketing and product offerings while engaging to a variety of customer demographics and focusing on the growing demand for alcohol-free solutions. | eng |
| dc.identifier.tid | 204129621 | |
| dc.identifier.uri | http://hdl.handle.net/10362/200577 | |
| dc.language.iso | eng | |
| dc.relation | UID/ECO/00124/2013 | |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | |
| dc.subject | Non-alcoholic beer | |
| dc.subject | Italian market | |
| dc.subject | Consumer choice | |
| dc.subject | -conscious consumption | |
| dc.subject | Perceptual mapping | |
| dc.subject | Conjoint analysis | |
| dc.subject | Product segmentation | |
| dc.subject | Market strategy | |
| dc.title | A comprehensive data analysis of market trends and performance in the NAB Italian market | eng |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Master’s degree in Management from the Nova School of Business and Economics |