Conjoint Analysis on Smartphone attributes

1. using R-language

2.  Brand
 Screen size
 Memory
 Camera
 Price

3.  Data was collected using 150 participants
answering 30 questions relating to their
preferences on Smartphone attributes

4.  Sample attribute

5.  R is a language and environment for statistical
computing and graphics
 The “conjoint” package was used on R for this
analysis

6.  Top three attributes from the “average
importance of attributes” yielded by the
analysis are presented in the table below:
 Price
 Brand
 Screen Size

8. Survey participants
say that the
price matters

9. Survey participants
say that they pay
attention to brand

10. While survey
participants prefer
larger screen size,
the difference
between 4.5” and 5.5”
is little

11.  Conjoint analysis was conducted using R-language
to determine what people value when it comes to
their Smartphone purchase
 Participants were found to be very price sensitive,
preferred Apple and pay attention to brand, prefer
larger screen while difference between 4.5” and
5.5” is little
 Limitations of the study:
 The findings are limited by the demographic attributes of the survey
participants