Dealing with new purchasing habits

: the case of SONAE MC and the seafood convenience market in Portugal

Abstract

The thesis here presented embodies the final step of a 2-year-long process, begun with my decision to get a Master Degree in Portugal at Católica-Lisbon School of Business & Economics. Luckily, numerous people have supported me during this memorable journey. However, I believe that the most remarkable figures deserve to be mentioned for a special thanks. First and foremost, I would like to acknowledge Michele and Elisabetta. Since I was born, they have always respected and supported my personal decisions and my personality. They will always be a role-model for me, and I will never be thankful enough for what I have learned from them. For their specific contribution to the thesis, I would like to acknowledge my supervisor Prof. Pedro Celeste, Prof. Kyryl, Pedro Sá, Sonía and Luís, fundamental for the creation and the quality of the paperwork. I owe much gratitude also to Lucia and Alberto, which have accompanied me during this experience with an unparalleled help and closeness. They were revealed to be the greatest support the in the most difficult moments. Finally, from a broader note, I dedicate a special thanks to Católica mates Eusebio, Charly, Claudio and Riccardo for all the coffees and the time enjoyed together. And of course my flat mates Lorenzo, Jonas, Federico and Suichiro as well as the brandstormers João and Mariana, who all made my experience here in Portugal so special.

Date of Award	2015
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)