Publicação
What are the perceptions of Portuguese consumers towards language learning apps and what are their preferred attributes?
| Resumo: | The rise of mobile technology hastransformed how individualslearn 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: | Baltazar, Raquel |
| 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 |
| _version_ | 1868982811627618304 |
|---|---|
| author | Baltazar, Raquel |
| author_facet | Baltazar, Raquel |
| author_role | author |
| contributor_name_str_mv | Schmitt, Daniela RUN |
| country_str | PT |
| creators_json_txt | [{\"Person.name\":\"Baltazar, Raquel\"}] |
| datacite.contributors.contributor.contributorName.fl_str_mv | Schmitt, Daniela RUN |
| datacite.creators.creator.creatorName.fl_str_mv | Baltazar, Raquel |
| datacite.date.Accepted.fl_str_mv | 2025-01-27T00:00:00Z |
| datacite.date.available.fl_str_mv | 2025-08-18T09:48:56Z |
| datacite.date.embargoed.fl_str_mv | 2025-08-18T09:48:56Z |
| datacite.rights.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| datacite.subjects.subject.fl_str_mv | Language learning apps Mobile assisted language learning apps Consumer preferences Customer retention Perceptual maps Conjoint analysis Psychological associations Attributes Market research Portuguese market |
| datacite.titles.title.fl_str_mv | What are the perceptions of Portuguese consumers towards language learning apps and what are their preferred attributes? |
| dc.contributor.none.fl_str_mv | Schmitt, Daniela RUN |
| dc.creator.none.fl_str_mv | Baltazar, Raquel |
| dc.date.Accepted.fl_str_mv | 2025-01-27T00:00:00Z |
| dc.date.available.fl_str_mv | 2025-08-18T09:48:56Z |
| dc.date.embargoed.fl_str_mv | 2025-08-18T09:48:56Z |
| dc.format.none.fl_str_mv | application/pdf |
| dc.identifier.none.fl_str_mv | http://hdl.handle.net/10362/186548 |
| dc.language.none.fl_str_mv | eng |
| dc.rights.none.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| dc.subject.none.fl_str_mv | Language learning apps Mobile assisted language learning apps Consumer preferences Customer retention Perceptual maps Conjoint analysis Psychological associations Attributes Market research Portuguese market |
| dc.title.fl_str_mv | What are the perceptions of Portuguese consumers towards language learning apps and what are their preferred attributes? |
| dc.type.none.fl_str_mv | http://purl.org/coar/resource_type/c_bdcc |
| description | The rise of mobile technology hastransformed how individualslearn 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. |
| dirty | 0 |
| eu_rights_str_mv | openAccess |
| format | masterThesis |
| fulltext.url.fl_str_mv | https://run.unl.pt/bitstreams/8c929e55-e111-4dfd-9871-118a19149ea2/download |
| id | run_467a09deee879ac88ce1da998b4aaa21 |
| identifier.url.fl_str_mv | http://hdl.handle.net/10362/186548 |
| inst_facet_str | urn:organizationAcronym:unl{{{_:::_}}}Universidade Nova de Lisboa |
| instacron_str | unl |
| institution | Universidade Nova de Lisboa |
| instname_str | Universidade Nova de Lisboa |
| language | eng |
| network_acronym_str | run |
| network_name_str | Repositório Institucional da UNL |
| oai_identifier_str | oai:run.unl.pt:10362/186548 |
| organization_str_mv | urn:organizationAcronym:unl |
| person_str_mv | Baltazar, Raquel |
| publishDate | 2025 |
| repo_facet_str | urn:repositoryAcronym:run{{{_:::_}}}Repositório Institucional da UNL |
| reponame_str | Repositório Institucional da UNL |
| repository_id_str | urn:repositoryAcronym:run |
| service_str_mv | urn:repositoryAcronym:run |
| spelling | engpt_PTThe rise of mobile technology hastransformed how individualslearn 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.application/pdfpt_PTWhat are the perceptions of Portuguese consumers towards language learning apps and what are their preferred attributes?Baltazar, RaquelSchmitt, DanielaHostingInstitutionOrganizationalRUNe-mailmailto:run@unl.ptrun@unl.ptURNurn:tid:2039603512025-08-18T09:48:56Z2025-01-272024-12-172025-01-27T00:00:00ZHandlehttp://hdl.handle.net/10362/186548http://purl.org/coar/access_right/c_abf2open accessLanguage learning appsMobile assisted language learning appsConsumer preferencesCustomer retentionPerceptual mapsConjoint analysisPsychological associationsAttributesMarket researchPortuguese market2783653 bytesliteraturehttp://purl.org/coar/resource_type/c_bdccmaster thesishttp://purl.org/coar/access_right/c_abf2application/pdffulltexthttps://run.unl.pt/bitstreams/8c929e55-e111-4dfd-9871-118a19149ea2/download |
| spellingShingle | What are the perceptions of Portuguese consumers towards language learning apps and what are their preferred attributes? Baltazar, Raquel Language learning apps Mobile assisted language learning apps Consumer preferences Customer retention Perceptual maps Conjoint analysis Psychological associations Attributes Market research Portuguese market |
| status | SINGLETON |
| subject.fl_str_mv | Language learning apps Mobile assisted language learning apps Consumer preferences Customer retention Perceptual maps Conjoint analysis Psychological associations Attributes Market research Portuguese market |
| title | What are the perceptions of Portuguese consumers towards language learning apps and what are their preferred attributes? |
| title_full | What are the perceptions of Portuguese consumers towards language learning apps and what are their preferred attributes? |
| title_fullStr | What are the perceptions of Portuguese consumers towards language learning apps and what are their preferred attributes? |
| title_full_unstemmed | What are the perceptions of Portuguese consumers towards language learning apps and what are their preferred attributes? |
| title_short | What are the perceptions of Portuguese consumers towards language learning apps and what are their preferred attributes? |
| title_sort | What are the perceptions of Portuguese consumers towards language learning apps and what are their preferred attributes? |
| topic | Language learning apps Mobile assisted language learning apps Consumer preferences Customer retention Perceptual maps Conjoint analysis Psychological associations Attributes Market research Portuguese market |
| topic_facet | Language learning apps Mobile assisted language learning apps Consumer preferences Customer retention Perceptual maps Conjoint analysis Psychological associations Attributes Market research Portuguese market |
| url | http://hdl.handle.net/10362/186548 |
| visible | 1 |