Schmitt, DanielaParaíso, Marta Rodrigues Carvalho Lajinha2024-09-162024-09-162023-05-292023-05-17http://hdl.handle.net/10362/171842The following individual part outlines the methodology used to examine consumer preferences and perceptions of Hard Seltzers in Portugal, incorporating three primary components: preliminary interviews, perceptual mapping, and conjoint analysis. Additionally, it explores the findings from preliminary interviews conducted with consumers and an expert. The results indicate that Phunk is the brand most easily recalled by all consumers, while other brands suffer from a lack of familiarity. To encourage increased consumption, it is recommended to improve availability of Hard Seltzers in bars, restaurants, and clubs, as well as enhance the cohesive placement of this product in supermarkets for better visibility.engInterviewsAlcoholic beveragesHard seltzersPortugalMethodologyConsumer insightsMarket researchmaster thesis203365321