Analyzing Apple and Samsung: Communication Strategies in Portugal

This report examines the communication strategies of Apple and Samsung and their impact on consumer behavior in Portugal. The study, based on a survey of 700 Portuguese residents, analyzes how factors like cost-benefit, price, technical specifications, performance, and brand prestige influence purchasing decisions of electronic devices. The findings indicate that Apple consumers demonstrate higher brand loyalty and are more likely to purchase multiple Apple products. The research also reveals a correlation between brand preference and the store where devices are purchased, with Apple users favoring both physical and online brand stores. Furthermore, the study highlights the importance of advertisements and word-of-mouth in brand recognition, showing that these factors also vary depending on the brand. The report concludes by comparing Apple's focus on incremental innovation with Samsung's emphasis on radical product innovation, particularly in the smartphone market.