Bernardino, André Silva2024-01-262024-01-262023-01-192023-01-19http://hdl.handle.net/10362/162754Nowadays 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.engTheatre in PortugalMarket researchPerceptual mapsConjoint analysisCluster analysisConsumer perceptionsmaster thesis203314875