Publicação
“What makes beverages products valuable to customers in the portuguese context”
| Resumo: | The value perceived by customers remains a fundamental theme to be understood by a company. Due to its subjectivity and the possibility of, by understanding the perceived value, achieving a competitive advantage over competitors, it is a topic that is more than important and interesting to research. Considering this context, it was sought to investigate the perceived value of products where consumption is fast and constant and the market behaves competitively. Therefore, this thesis is focused on beverages in the Portuguese market, where it was desired to understand, through a qualitative approach, the opinions of the customers related to this type of product. With the purpose of understanding what makes beverages valuable to customers in Portugal, the findings of this thesis result from a systematic and continuous research process with the attribution of objectives and questions to reach reasoned and considerable conclusions for the investigated topic. |
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| Autores principais: | Faro, Francisco Maria Mancelos Corte-Real De Brito e |
| Assunto: | Perceived value Fast-moving consumer goods Beverages products Portuguese context |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Instituto Português de Administração de Marketing |
| Idioma: | inglês |
| Origem: | Instituto Português de Administração de Marketing |
| Resumo: | The value perceived by customers remains a fundamental theme to be understood by a company. Due to its subjectivity and the possibility of, by understanding the perceived value, achieving a competitive advantage over competitors, it is a topic that is more than important and interesting to research. Considering this context, it was sought to investigate the perceived value of products where consumption is fast and constant and the market behaves competitively. Therefore, this thesis is focused on beverages in the Portuguese market, where it was desired to understand, through a qualitative approach, the opinions of the customers related to this type of product. With the purpose of understanding what makes beverages valuable to customers in Portugal, the findings of this thesis result from a systematic and continuous research process with the attribution of objectives and questions to reach reasoned and considerable conclusions for the investigated topic. |
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