Schmitt, DanielaJesus, Carolina Carvalho2025-02-102025-02-102024-05-292022-12-15http://hdl.handle.net/10362/178699Nowadays, 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.engKeywords: theatre in PortugalMarket researchPerceptual mapsConjoint analysisCluster analysis consumer perceptionsmaster thesis203864786