Schmitt, DanielaMarques, Marta Tracana Nércio2025-07-292025-07-292025-01-242025-01-06http://hdl.handle.net/10362/185675This thesis explores Portuguese consumers’ preferences for dog food, focusing on availability, health benefits, organic quality, price, and sustainability. Through interviews, perceptual mapping and conjoint analysis, price emerged as the most influential factor, with younger, eco-conscious consumers prioritizing health benefits and sustainability. Royal Canin leads in scientific innovation, while Advance and Purina struggle with differentiation. PorSi’s value-for-money positioning is hindered by low trust and appeal. The ideal product – available, affordable, health focused, organic and sustainable - remains unavailable, as consumers expect high quality at the lowest price. This research reveals an opportunity for pet food brands to meet consumer expectations.engDog food industryPurchase patterns of consumersPet foodOrganic ingredientsNutritional worthEnvironmentally friendlyCurrent patterns in the marketPerception of a brandPortugal’s pet food industrymaster thesis203959221