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Understanding consumer patterns in the vodka market
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Resumo(s)
There has been an increasing growth of the distilled beverages consumption in Portugal,
mostly among young generations. Recent studies proved young consumers drink almost
four times more vodka than the average Portuguese consumer. The present research
focuses on understanding consumer behaviour in the vodka market through interviews
with market experts and vodka consumers and conducting structured surveys.
Applying market research techniques such as conjoint analysis, it was possible to
understand consumers preferences regarding product features and also to identify the
main consumer decision-making styles. It was verified that quality is associated with
price, being the two most important attributes in the consumer decision-making of vodka
and that although Portuguese vodka consumers are essentially price driven, they have
minimum standards for quality.
Descrição
Palavras-chave
Consumer behaviour Purchase decisions Perceptual maps Conjoint analysis Alcoholic beverages Spirits Vodka Brand perception Attributes