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What are the perceptions of Portuguese consumers towards language learning apps and what are their preferred attributes?
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| 2.65 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
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.
Descrição
Palavras-chave
Language learning apps Mobile assisted language learning apps Consumer preferences Customer retention Perceptual maps Conjoint analysis Psychological associations Attributes Market research Portuguese market