APPLYING CONJOINT ANALYSIS TO STUDY THE IMPORTANCE OF

THE BRAND AND FEATURES FOR CELL PHONE

9424516 Allen Blue

9411020 Nash Tu

CONTENTS

Introduction

Methods

--Critical Incident

--Conjoint Analysis

Analysis and Discussion

Conclusion

METHODS

Critical Incident

-- Assumption + Qualitative Surveys =

Critical incidents

Conjoint Analysis

-- Quantitative Surveys

ANALYSIS AND DISCUSSION

ANALYSIS AND DISCUSSION

ANALYSIS AND DISCUSSION

ANALYSIS AND DISCUSSION

BrandSony Erc. Samsung Nokia Total

5.90 4.28 5.36 15.5337.98% 27.52% 34.50% 100%

OutlookUpright Slide Lift Total

5.30 5.43 4.80 15.5334.12% 34.98% 30.90% 100%

FunctionMP3 Camera Internet Total

4.42 5.86 5.26 15.5328.43% 37.71% 33.85% 100%

Price2500 5500 7500 Total6.38 5.15 4.00 15.53

41.09% 33.15% 25.75% 100%

Before

After

ANALYSIS AND DISCUSSION

CONCLUSION Estimate this complex market

Simply the problem

Some limitation