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Navigating intimacy: delving into the perspectives and preferences of Portuguese younger generations towards the adoption of safer choices
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| 1.71 MB | Adobe PDF |
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This Master’s Thesis investigates the concerning decline in condom usage among younger
generations in Portugal, revealing an alarming rise in sexually transmitted diseases. Through
market research techniques such as Perceptual Maps and Conjoint Analysis, this study takes a
methodical approach to explore the variables impacting the decision-making regarding condom
adoption, providing a comprehensive analysis regarding Portuguese perceptions and
preferences on condoms. The main findings offer actionable insights for public health
campaigns and condom manufacturers, to better address and meet consumers’ needs, aiming to
reverse this concerning trend and mitigating the associated public health risks among younger
generations in Portugal.
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Palavras-chave
Marketing research Conjoint analysis Perceptual maps Condom market Condom usage Marketing Consumer preferences Consumer perceptions