Abstract:

Business aspire to find out the responses the consumers give to the products or services both they have provided and/or they will provide. Such demographical characteristics of consumers as gender, education and economic status can lead their responses. In this study, smartphone preferences of college students have been analyzed by Conjoint Analysis which is a marketing research and also a multivariate statistical method. Conjoint analyses were conducted based on students’ major types (either positive or social sciences), gender and phone brands that students have. Finally, sample alternative phone designs were simulated considering the results of conjoint analyses, and their future market shares were estimated.

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