Schmitt, DanielaCunha, Ana Rodrigues2024-10-162024-10-162024-01-232024-01-23http://hdl.handle.net/10362/173573This Master’s Thesis investigates the concerning decline in condom usage among younger generations in Portugal, revealing an alarming rise in sexually transmitted diseases. Through market research techniques such as Perceptual Maps and Conjoint Analysis, this study takes a methodical approach to explore the variables impacting the decision-making regarding condom adoption, providing a comprehensive analysis regarding Portuguese perceptions and preferences on condoms. The main findings offer actionable insights for public health campaigns and condom manufacturers, to better address and meet consumers’ needs, aiming to reverse this concerning trend and mitigating the associated public health risks among younger generations in Portugal.engMarketing researchConjoint analysisPerceptual mapsCondom marketCondom usageMarketingConsumer preferencesConsumer perceptionsmaster thesis203602897