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E-readers industry: what are the perceptions of the Portuguese consumers on e-readers and how can brands improve their positioning strategies accordingly?
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Resumo(s)
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 conjoint analysis and 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.
Descrição
Palavras-chave
E-readers industry Consumer preferences Consumer perceptions Brand positioning Portugal Digital reading Marketing research E-books subscription service