Exploration of gender differences in bottled mineral water consumption: A projective study of consumer's perception in Brazil

The bottled mineral water sector is strategic to countries like Brazil and understanding the factors that guides the purchase and consumption by men and women becomes vital to the product's commercial success. In this context, projective techniques are important tools to comprehend the consumers' perception and to the development of target strategies of marketing. Therefore, the objective of this study was to investigate the gender differences...