Gardete, PedroCaro, Ignacio Adolfo Abril2024-09-272024-09-272023-02-262023-01-20http://hdl.handle.net/10362/172518There has been an increasing growth of the distilled beverages consumption in Portugal, mostly among young generations. Recent studies proved young consumers drink almost four times more vodka than the average Portuguese consumer. The present research focuses on understanding consumer behaviour in the vodka market through interviews with market experts and vodka consumers and conducting structured surveys. It was verified that quality is associated with price, being the two most important attributes in the consumer decision-making of vodka and that although Portuguese vodka consumers are essentially price driven, they have minimum standards for quality. In addition, Cirôc and Grey Goose were perceived as the highest quality and sophisticated brands, while Eristoff and Absolut are more associated to excitement and enthusiasm.engConsumer behaviourPurchase decisionsPerceptual mapConjoint analysisAlcoholic beveragesSpiritsVodkaBrand perceptions preferencesAttributesmaster thesis203515587