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How do Portuguese consumers perceive language learning apps and what attributes do they value the most?
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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