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How do Portuguese consumers perceive language learning apps, and what features are most appelling to them
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| 1.38 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
The rise of mobile technology has transformed how individuals learn 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