Publicação
E- readers industry: what are the perceptions of the portugueses consumers on e- readers and hoe can brands levrahe them in their positioning strategies?
| Resumo: | This study examines Portuguese consumers' preferences and perceptions of e-reader devices, providing insights into the factors that drive their appeal and adoption in the growing digital reading market. Employing perceptual mapping, the study assesses key factors such as usability, price, and technological features that shape consumer decision-making. Data obtained from surveys, interviews, and secondary research identify opportunities to improve brand positioning strategies, foster greater subscription service adherence, and address adoption barriers. The findings provide actionable recommendations for e-reader brands to enhance their devices' appeal, foster stronger consumer engagement, and support strategic growth in the competitive e-reader market. |
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| Autores principais: | Cardoso, Madalena Guimarães |
| 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: | This study examines Portuguese consumers' preferences and perceptions of e-reader devices, providing insights into the factors that drive their appeal and adoption in the growing digital reading market. Employing perceptual mapping, the study assesses key factors such as usability, price, and technological features that shape consumer decision-making. Data obtained from surveys, interviews, and secondary research identify opportunities to improve brand positioning strategies, foster greater subscription service adherence, and address adoption barriers. The findings provide actionable recommendations for e-reader brands to enhance their devices' appeal, foster stronger consumer engagement, and support strategic growth in the competitive e-reader market. |
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