How people perceive the theatre in Portugal and its declining situation: identifying potencial customer segments in the theatre In Portugal using the cluster analysis based on the perceptions of the customers

Abstract

Nowadays everyone is aware of Portugal's Theatre declining situation. "The Portuguese don't go to the theatre" is a commonly heard sentence. The main goal of this study is to analyse the Portuguese preferences and associations towards theatre and then point to some recommendations that might be put in practice to change the present situation. The proposed suggestions will be based on our findings from conducted expert and consumers interviews, surveys, and market research techniques, such as conjoint analysis, perceptual maps and cluster analysis