Factors affecting choice of mobile phone among university students: A conjoint analysis approach

Mohammed Moniruzzaman Bhuiyan and Akramul Hoque
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Mohammed Moniruzzaman Bhuiyan: Associate Professor, Department of Statistics, University of Chittagong, Bangladesh.
Akramul Hoque: Department of Statistics, University of Chittagong, Bangladesh.

International Journal of Science and Business, 2022, vol. 12, issue 1, 27-33

Abstract: The use of mobile phones has been expanded among the university students during the COVID-19 pandemic for easy access to virtual classes conducted by the different faculties, for communication with fellow friends and for keeping touch with the virtual library in addition to storage facility for soft copies of their academic work. Moreover, students prefer mobile phone for their own recreation purposes and online businesses. This study reported on students’ preferences for different mobile phones based on conjoint analysis. The study was conducted based on RBCA (Ranking-based conjoint analysis). In this analysis the respondents were asked to rank the combination of attributes according to their preferences. In the study an orthogonal design with six attributes at different levels is constructed and 16 different combinations are generated. The attributes are brand, RAM, battery, price, display and camera. The relative importance of attributes was calculated using part-worth utility on a sample of 420 students under a fractional factorial design. In the study the most preferential attribute is observed to be RAM with relative importance score 31.51 and the least important attribute is found to be price having the relative importance score 4.87 among the university students.

Keywords: Conjoint; Attribute; Utility; orthogonal; Factorial; Design; Mobile phone; University students (search for similar items in EconPapers)
Date: 2022
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