Portugal sou Eu, revealing the ‘Made in Portugal' stamp

Abstract

This thesis is divided in three chapters: (1) the case study, (2) the teaching notes and (3) the methodology and analysis of a market research study. The main goal of this case study is to provide an exercise in analysing, interpreting and drawing valid conclusions from a market research study, which was done by the case author. The research results, incorporated in the case study, are now the main issue of the meeting of the coordination management team of Portugal Sou Eu (PSE). The results show that PSE brand awareness is low and the management team needs to discuss this problem and come up with potential strategies to solve it, to build a stronger brand. Moreover, this case study also aims at discussing the past with topics such as: types of media, opinion leadership and country-of-origin effects.

Date of Award	18 Feb 2016
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Alexandre Gonçalves Marcos (Supervisor)