There has been an increasing growth of the distilled beverages consumption in Portugal,
mostly among young generations. Recent studies proved young consumers drink almost
four times more vodka than the average Portuguese consumer. The present research
focuses on understanding consumer behaviour in the vodka market through interviews
with market experts and vodka consumers and conducting structured surveys.
Applying market research techniques such as
maps and conjoint analysis, it was possible to understand how consumers perceive some
existing brands – Eristoff, Smirnoff, Misss, Grey Goose, Cirôc and Absolut -, their
preferences regarding product features and also to identify the main consumer decision making styles. It was verified that quality is associated with price, being the two most
important attributes in the consumer decision-making of vodka and that although
Portuguese vodka consumers are essentially price driven, they have minimum standards
for quality. In addition, Cirôc and Grey Goose were perceived as the highest quality and
sophisticated brands, while Eristoff and Absolut are more associated to excitement and
enthusiasm
