Gardete, PedroReis, Maria Madalena Terras de Melo Moreira dos2024-02-162024-02-162023-01-202022-12-16http://hdl.handle.net/10362/163666Self-Service Technologies (SSTs) have emerged as a strategy for retailers to improve customer experience. This research determines Portuguese consumers’ supermarket brand perceptions, to understand what players occupy an advantageous mental space for the implementation 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 employed 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 technologies. Current market players can improve their checkout-free store models.engMarketing researchGrocery retailPerceptual mapBrands perceptionmaster thesis203315146