Market perceptions and valued features of portuguese construction project managers

  • Ânia Martins Silvestre (Student)

Student thesis: Master's Thesis


The goal of this thesis is to provide a perspective of what Portuguese construction project managers (focusing on architects and engineers) think about modular construction and modular products, as well as studying what they value in products to incorporate in future projects to help in the development of a communications plan for Shaft module. In this study an overview of the construction market was performed, with an emphasis on new trends, more specifically the increment in offsite production. The methodology consisted of a quantitative study in the form of a survey distributed to 87 respondents. The main conclusion of this thesis is that the Portuguese market is still very conservative, as well as architects and engineers. Respondents don’t feel the market is changing the methods currently used and they don’t agree that offsite construction and mechanization of processes is the future of construction. Although for Shaft module penetration in the market is difficult their product has some of the characteristics respondents value when deciding on products to integrate in their projects. Therefore, Shaftmodules’ value proposition needs to showcase exactly these features andpresent a cohesive message. Additionally, the internet is the most used channel to search andlearn about new products, followed by magazines, word of mouth, social media, and newsletters. These insights will help Shaftmodule develop a communication plan for Portuguese construction project managers.
Date of Award29 Apr 2022
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorRute Xavier (Supervisor)


  • Modular construction
  • Integration
  • Marketing
  • Communication
  • Architects
  • Engineers


  • Mestrado em Gestão e Administração de Empresas

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