An Application of Conjoint Analysis to the Optimal Combination of the Product Attributes of Mobile Phone Product

  • 陳 氏碧庄

Student thesis: Master's Thesis


Mobile phones have gradually become essential part of people’s everyday life With the launch of a wide and varied range of products consumers always want to choose the most suitable ones bringing the highest value Today in the face of fierce competition in the smartphone market the key to the success of a manufacturer is how to make a difference and a competitive advantage For this reason this paper chooses a conjoint analysis methodology to access the evaluations Vietnamese consumers living and working in Taiwan on the combinations of product attributes; through the different demographic variables statistics is used to find out which attributes consumers are most interested in in order to provide useful information to suppliers in the progress of developing products which are suitable for Vietnamese in Taiwan Research results show that the attributes appealling to consumers are the battery (talk time) brand (operating system) internal memory price and camera All respondents rated the battery (talk time) as the most important attribute of a mobile phone Although consumers generally prefer low-priced and feature-rich phones creating a strong brand image and goood-quality phones at competitive prices will improve customer satisfaction which is one of the keys to business success
Date of Award2017 Jun 20
Original languageEnglish
SupervisorYao-Chuan Tsai (Supervisor)

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