Portuguese consumers and made in Portugal luxury - what perception?

For many years, the Country of Origin (COO)effect and luxury were under the analysis of many studies. Nevertheless, little research has been conducted about the Portuguese market and its consumers. Therefore, this work project aims to provide a deeper understanding of the case of Portugal in the luxury field and comprehend the perceptions of the Portuguese consumers regarding the luxury products made in Portugal. The research methodology was focused on a quantitative approach using an online survey that allowed testing the hypothesis created, which were based on the literature review. Additionally, from the analysis of the data, theoretical and practical implications and recommendations were extracted. The primary beneficiaries are business owners, responsible institutions and authorities, and future research