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Branded products vs private labels: a literature review on consumer perceptions and market dynamics in the coffee sector

2025-06-24Dissertação de mestrado Acesso embargado
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authorProfile.emailpietrogem@gmail.com
datacite.subject.fosCiências Sociais::Economia e Gestão
dc.contributor.advisorLaghaie, Arash
dc.contributor.authorGemelli, Pietro
dc.date.accessioned2026-02-11T09:22:35Z
dc.date.available2026-02-11T09:22:35Z
dc.date.issued2025-06-24
dc.date.submitted2025-06-24
dc.description.abstractIn recent years, private labels have increasingly captured market share in the fast-moving consumer goods sector, particularly within the Portuguese coffee capsule market. Factors such as rising inflation, shifting consumer preferences, and the enhanced quality of private label products have intensified competition with established brands. This study explores the factors influencing consumer preferences for private label versus branded coffee capsules in Portugal. Through expert interviews, perceptual mapping, and conjoint analysis, the results indicate that branded products are often associated with innovation and emotional appeal, while private labels are gaining recognition for their favorable price-quality ratio.eng
dc.identifier.tid204128420
dc.identifier.urihttp://hdl.handle.net/10362/200261
dc.language.isoeng
dc.relationUID/ECO/00124/2013
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectMarketing research
dc.subjectBrands perception
dc.subjectConsumer behavior
dc.subjectCoffee capsule market
dc.subjectConjoint analysis
dc.subjectPerceptual map
dc.titleBranded products vs private labels: a literature review on consumer perceptions and market dynamics in the coffee sectoreng
dc.typemaster thesis
dspace.entity.typePublication
thesis.degree.nameA 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

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NSBE - MA Dissertations