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Understanding the main factors driving Vodka consumption
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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.
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. In
addition, Cirôc and Grey Goose were perceived as the highest quality and sophisticated
brands, while Eristoff and Absolut are more associated to excitement and enthusiasm.
Descrição
Palavras-chave
Consumer behaviour Purchase decisions Perceptual map Conjoint analysis Alcoholic beverages Spirits Vodka Brand perceptions preferences Attributes