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E-readers industry: how do Portuguese consumers perceive specialized e-reader devices and how can brands leverage these insights in their positioning strategies?
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.4 MB | Adobe PDF |
Orientador(es)
Resumo(s)
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.
Descrição
Palavras-chave
E-readers industry Consumer preferences Consumer perceptions Brand positioning Portugal Digital reading Marketing research E-books subscription service