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E-readers industry in Portugal: what are the perceptions of consumers on e-readers and how can brands leverage them in their positioning strategies?
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Resumo(s)
This individual study aims to provide a comprehensive analysis of the contextual background by
examining the digital reading market in Portugal, along with the key and emerging players that are
shaping this industry. Furthermore, through preliminary interviews, this study will offer valuable
insights into the factors influencing consumer preferences for e-readers in the Portuguese market.
Descrição
Palavras-chave
E-readers industry Consumer preferences Consumer perceptions Brand positioning Portugal Digital Reading Marketing research E-books subscription service