Abstract

What is best way to conduct conjoint analysis when there is a large number of attributes such as mobile phone? Although there is little empirical evidence that directly bears on this question, it is widely believed that the predictive accuracy of full-profile methods degrades as the number of attributes increases beyond ten. In order to minimize the complication of multi-attributes and reduce the consumers’ choice task burden, the author proposes an integrated hierarchical survey design (IHSD) with the Kano model.

The author compared the utility of mobile phone’s attributes for each market and for customer segment by analyzing empirical data which wear obtained from 6 Middle East & Africa countries, 5 Asia Pacific countries and 3 European countries. Based on an IHSD of 10,200 respondents, overall, Brand, Camera, Memory and Mobile-tv play a vital role in all countries. In contrast, WiFi, File-editor, MMS, LCD size, and Phone-type are displayed as the least important attribute.

The results of this study were successfully implemented for product planning, product development, and marketing strategy in terms of price setting, features prioritizing, and optimal designing for new products in the mobile phone company.

This work is licensed under a Creative Commons Attribution 4.0 License.