E-Readers Industry: What Are the Perceptions of the Portuguese Consumers on E-Readers and How Can Brands Improve Their Positioning Strategies Accordingly?

Abstract

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.