Schmitt, DanielaPereira, Manuel Mendes de Almeida Villarinho2025-02-102025-02-102024-09-232024-05-17http://hdl.handle.net/10362/178709The rise of online dating has disrupted traditional ways of how people seek romantic connections. This study investigates Portuguese consumers' perceptions of dating apps, specifically Tinder, Bumble, Hinge, and Grindr. By employing conjoint and perceptual maps analysis, key attributes such as privacy, safety, matching algorithms, and premium features were examined. The research reveals that trust, usability, and the perceived value of premium plans significantly influence user satisfaction and purchase intention. The findings provide strategic insights for dating app companies to enhance user experience and engagement, offering tailored recommendations to better align services with consumer preferences in the Portuguese market.engConsumer´s preferencesConjoint analysisPricingUser behaviourmaster thesis203864298