Product attributes based on customer’s perception and their effect on customer satisfaction: the Kano analysis of mobile brands

D. K. Choudhury () and Uma Gulati ()
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D. K. Choudhury: Guru Gobind Singh Indraprastha University
Uma Gulati: Guru Gobind Singh Indraprastha University

DECISION: Official Journal of the Indian Institute of Management Calcutta, 2020, vol. 47, issue 1, No 5, 49-60

Abstract: Abstract The mobile phone has helped in expediting business operations. At this moment, Samsung brand is popular and Apple brand is gradually earning popularity in our country. This research work was carried out in Delhi to find out which attributes and what combination of different features of iPhone are best preferred by the customers. The Kano model and the conjoint analysis were used to come out with the strongest drivers of purchasing mobiles. It is necessary for mobile manufacturers to carefully analyse the customer’s need in this direction. It has been found from the study that the iPhone combination with iOS 11, 5.5 inch plus touch screen, 32 GB storage, 2900 mAh battery, 7 MP front camera, 8 MP rear camera and price less than 26,000 is the best preferred combination.

Keywords: Conjoint analysis; Customer preference; Feature; iPhone; Kano model; Mobile phone (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (1)

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DOI: 10.1007/s40622-020-00233-x

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