Publicação
E-readers industry: how do Portuguese consumers perceive specialized e-reader devices and how can brands leverage these insights in their positioning strategies?
| Resumo: | The following individual assignment will delve into the key attributes influencing Portuguese consumers' preferences for e-reader devices, employing a Choice-Based Conjoint Analysis. By presenting respondents with different product configurations and analyzing trade-offs, between attributes, the research quantifies the relative importance of each factor in consumer’s purchasing decisions. |
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| Autores principais: | Silva, Matilde De Almeida Bastos e |
| Assunto: | E-readers industry Consumer preferences Consumer perceptions Brand positioning Portugal Digital reading Marketing research E-books subscription service |
| 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 |
| Resumo: | The following individual assignment will delve into the key attributes influencing Portuguese consumers' preferences for e-reader devices, employing a Choice-Based Conjoint Analysis. By presenting respondents with different product configurations and analyzing trade-offs, between attributes, the research quantifies the relative importance of each factor in consumer’s purchasing decisions. |
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