EMPIRICAL ANALYSIS OF CONSUMER WILLINGNESS TO PAY FOR SMART PHONE ATTRIBUTES IN MULTI-COUNTRIES

Jong Seok Kim ()
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Jong Seok Kim: Technology Strategy Team, Mobile Communication Business, Samsung Electronics, Suwon-si, Gyeonggi-do, Republic of Korea

International Journal of Innovation Management (ijim), 2017, vol. 21, issue 02, 1-37

Abstract: When conjoint experiments are applied to study complex decision making that wears many attributes, this sometimes results in problems of information overload and respondent burden, potentially weakening the validity of such experiments. To reduce the impact of these potential problems, an integrated hierarchical survey design (IHSD) to be used with Kano model for large conjoint analysis has been suggested. The author compared the utility of mobile phone's attributes for each market by analysing empirical data which wear obtained from 5,400 respondents (1,800 respondents per country) in UK, Saudi Arabia, and Philippines. In total 2,400 respondents in four segments. Firstly, UK showed importance mainly towards Camera, Memory_size, LTE, Brand, FM_transmitter which are the necessary things for a good smart phone. Secondly, Philippines revealed choice largely towards Camera, Brand, External_momory, Mobile_TV, and NFC. Finally, Saudi Arabia selected primarily Brand, Camera, External_memory, 3G, and GPS. The results of this study were successfully implemented for product planning, product development, and marketing strategy in terms of price setting, features prioritising, and optimal designing for new products in the mobile phone company.

Keywords: Integrated hierarchical survey design (IHSD); Kano model; willingness to pay; choice-based conjoint analysis; segmentation; marketing strategy (search for similar items in EconPapers)
Date: 2017
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DOI: 10.1142/S1363919617500165

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