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How do Portuguese consumers perceive language learning apps and what attributes do they value the most?

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Resumo:The rise of mobile technology has transformed how individuals learn new languages, with language learning (LL) apps offering flexible, user-centered alternatives to traditional methods. This study investigates how Portuguese consumers perceive LL apps, namely Duolingo, Babbel, Falou, and Buddy.ai, identifying preferred features. Marketing research techniques, including perceptual mapping, conjoint analysis, and qualitative interviews, reveal a tradeoff in consumers' minds between effectiveness and enjoyment, along with strong price sensitivity favoring freemium models. Duolingo dominates the market despite user dissatisfaction, driven by strong brand loyalty and platform's convenience. This research proposes launching a new entrant leveraging these insights to compete effectively
Autores principais:Vaz, Marta António Gomes Carrilho
Assunto:Language learning apps Mobile assisted language learning apps Consumer preferences Customer retention Perceptual maps Conjoint analysis Psychological associations Attributes Market research Portuguese market
Ano:2025
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso aberto
Instituição associada:Universidade Nova de Lisboa
Idioma:inglês
Origem:Repositório Institucional da UNL

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