Encapsulating Values

The consumption phenomenon of capsule drinks machines mapped by Laddering

von Luiz Henrique B. Vilas Boas, Rodrigo Marçal Gandia, Joel Yutaka Sugano

112 Seiten, Taschenbuch

Kurzbeschreibung des Verlags

The capsule drinks market is growing exponentially. Although the trends are optimistic, little is known about the consumer behaviour that permeates users of capsule drinks machines. Understanding this behaviour means guiding organisational strategies along more promising paths through marketing work. In this sense, this book seeks to contribute strategies and insights for coffee producers and entrepreneurs or researchers in the capsule drinks segment who are looking to understand the perceptions of consumption of this product. To do this, the Laddering technique was used, which provides associative relationships between product attributes, consequences perceived by users and their connection with personal values, which are representative motivations for consumption. In this book you will find a step-by-step manual for applying Laddering, exemplified by users of two of the world's largest capsule drinks machine companies, Nespresso and Nescafé Dolce Gusto, as well as a comparison between consumer responses and brand distinctions.

• Themen: Lexika Interdisziplinäre Studien
• ISBN: 9786208766511
• Sprache: Englisch
• Erscheinungsdatum: 20.03.2025
• Größe: 220 x 150 mm
• Verlag: Our Knowledge Publishing