Laghaie, ArashRamalho, Soraia Ferreira2025-09-022025-09-022025-06-242025-06-30http://hdl.handle.net/10362/187416In recent years, private labels have increasingly captured market share in the fast-moving consumer goods sector, particularly within the Portuguese coffee capsule market. Factors such as rising inflation, shifting consumer preferences, and the enhanced quality of private label products have intensified competition with established brands. This study explores the factors influencing consumer preferences for private label versus branded coffee capsules in Portugal. Through expert interviews, perceptual mapping, and conjoint analysis, the results indicate that branded products are often associated with innovation and emotional appeal, while private labels are gaining recognition for their favorable price-quality ratio.engMarketing researchBrands perceptionConsumer behaviorCoffee capsule marketConjoint analysisPerceptual mapmaster thesis203990285