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Understand Portuguese plant-based milk alternatives consumers perceptions on private-label and a-label brands
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Orientador(es)
Resumo(s)
The Portuguese consumption of PBMA has been increasing, even though Portugal is known for
its conservative environment with a rich culture in dairy consumption. To capture consumers,
it is necessary to comprehend how they perceive PBMA private-label and A-label products,
their preferences, how demographics impact it, their motivations, and hesitations in PBMA
consumption. To better benefit from it, segmentations need to be created. Information
conducted through surveys made it possible to conduct a Perceptual Map and a Conjoint
Analysis. The main findings are used in recommendations for the studied brands to improve
their market presence and competitive advantage.
Descrição
Palavras-chave
Plant based milk alternatives Perceptual maps Consumer perception Private-label Factor analysis Information transparency Bio High quality Savory Environmentally friendly Trendy