Gardete, PedroWalczak, Jan Jakub2024-09-252024-09-252023-06-28http://hdl.handle.net/10362/172369Self-Service Technologies (SSTs) have emerged as a strategy for retailers to improve cus tomer experience. This research determines Portuguese consumers’ supermarket brand per ceptions, to understand what players occupy an advantageous mental space for the imple mentation of these technologies: Perceptual Mapping. Findings reveal that the relationship between consumers and supermarkets is predominantly transactional, therefore perceptions of individual hedonic values are incomputable. Moreover, a Conjoint Analysis was em ployed to analyze preferences in checkout methods. While consumers under 45 are very interested in checkout-free technology, they exhibit a low willingness to pay for these tech nologies. Current market players can improve their checkout-free store model.engBrandingBranding strategyBranding analysisDifferentiationMarket positioningmaster thesis203516338