Gardete, PedroYuan, Zhuang2024-02-232024-02-232023-01-202023-01-20http://hdl.handle.net/10362/164007This master thesis aims to investigate the perceptions and preferences of German and Portuguese consumers towards the fast-growing energy drink market. The study is divided into individual and group parts. My individual parts include 2 Research Status, 3.1 A Theoretical Context of Consumer Behaviour & Motivation, and 5.3 Quantitative Research via Perceptual Mapping which includes 5.3 Introduction of Quantitative Research , 5.3.2 Analysis & Evaluation and 5.3.3.3 Results and Comparison. The group parts consist of the 1 Introduction, 5 Methodology and Results, 5.3 Quantitative Research, and 6 Conclusion and Discussion. The findings of this study contribute to a better understanding of the energy drink market and provide valuable insights for companies operating in this industryengPerceptual mapAttributesFactor analysisEnergy drinksConsumer behaviourBrand perceptionmaster thesis203315405