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How people perceive the theatre in Portugal and its declining situation
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Resumo(s)
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 point to some recommendations that
might be put in practice to change the present situation. These proposed suggestions are based,
among other methodologies, in the market research technique Conjoint Analysis. As such, deep
research of the conjoint analysis literature and attributes worth including in the marketing strategies
applicable in the Portuguese Theatre will be presented in this thesis.
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Keywords: theatre in Portugal Market research Perceptual maps Conjoint analysis Cluster analysis consumer perceptions