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Consumer perceptions and preferences for hard seltzers in Portugal: a comparative study with beer, wine, and cider- building the foundation for the study through a Mmethodological approach and preliminary interviews
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Orientador(es)
Resumo(s)
The following individual part outlines the methodology used to examine consumer preferences
and perceptions of Hard Seltzers in Portugal, incorporating three primary components:
preliminary interviews, perceptual mapping, and conjoint analysis. Additionally, it explores
the findings from preliminary interviews conducted with consumers and an expert. The results
indicate that Phunk is the brand most easily recalled by all consumers, while other brands suffer
from a lack of familiarity. To encourage increased consumption, it is recommended to improve
availability of Hard Seltzers in bars, restaurants, and clubs, as well as enhance the cohesive
placement of this product in supermarkets for better visibility.
Descrição
Palavras-chave
Interviews Alcoholic beverages Hard seltzers Portugal Methodology Consumer insights Market research