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Analyzing industry and consumer perceptions on branded versus private label coffee capsules in Portugal
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| 2.83 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
In recent years, private labels have increasingly captured market share in the fast-moving
consumer goods sector, particularly within the Portuguese coffee capsule market. Factors such
as rising inflation, shifting consumer preferences, and the enhanced quality of private label
products have intensified competition with established brands. This study explores the factors
influencing consumer preferences for private label versus branded coffee capsules in Portugal.
Through expert interviews, perceptual mapping, and conjoint analysis, the results indicate that
branded products are often associated with innovation and emotional appeal, while private
labels are gaining recognition for their favorable price-quality ratio.
Descrição
Palavras-chave
Marketing research Brands perception Consumer behavior Coffee capsule market Conjoint analysis Perceptual map