Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
612-822-4611

  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Encapsulating Values

Encapsulating Values

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

Paperback

General Sociology

ISBN10: 6208766516
ISBN13: 9786208766511
Publisher: Our Knowledge Publishing
Published: Mar 20 2025
Pages: 112
Weight: 0.35
Height: 0.27 Width: 6.00 Depth: 9.00
Language: English
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.

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