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Key considerations for entering the coffee shop market in Lisbon: exploring consumer preferences and perceptions: strategic positioning and differentiation of specialty coffee shops with insights from Copenhagen Coffee Lab in Lisbon
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Resumo(s)
The coffee shop market in Lisbon is highly competitive, with numerous established players and
evolving consumer preferences. New entrants face the challenge of identifying the key attributes
that will ensure their success in this dynamic environment. This study aims to explore and
identify the most important factors influencing consumer decisions, providing insights for a new
coffee shop entering the market. Through a literature review, conjoint analysis, and perceptual
mapping, we assess outdoor seating, parking availability, menu variety, pricing, ambiance and
environment. The findings offer actionable recommendations for establishing a strong brand
presence and competing effectively in Lisbon’s coffee shop market.
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Palavras-chave
Coffee shop market Lisbon Conjoint analysis Perceptual maps Consumer preferences Perceptions