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Field lad on market research - what are the what are the drivers of brand perception in the German and Portuguese energy drink market
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Resumo(s)
This master thesis aims to investigate the perceptions and preferences of German and
Portuguese consumers towards the fast-growing energy drink market. The study is divided
into individual and group parts. My individual parts include 2 Research Status, 3.1 A
Theoretical Context of Consumer Behaviour & Motivation, and 5.3 Quantitative Research via
Perceptual Mapping which includes 5.3 Introduction of Quantitative Research , 5.3.2 Analysis
& Evaluation and 5.3.3.3 Results and Comparison. The group parts consist of the 1
Introduction, 5 Methodology and Results, 5.3 Quantitative Research, and 6 Conclusion and
Discussion. The findings of this study contribute to a better understanding of the energy drink
market and provide valuable insights for companies operating in this industry
Descrição
Palavras-chave
Perceptual map Attributes Factor analysis Energy drinks Consumer behaviour Brand perception