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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 findings from a perceptual map
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Theatre in Portugal Market research Perceptual maps Conjoint analysis Cluster analysis Consumer perceptions