Conjoint Analysis Of 3G Mobile Phone Purchase Preference

The issuance of 3G licenses in early 2009 marked arrival of 3G era that has been long expected by people. With the increasing of 3G mobile phone in the market, college students who are sensitive to new things begin to pay attention to this market, which gives mobile phone manufacturers new development opportunities. How to develop this great potential market is a problem can not be ignored by 3G manufacturers. This paper utilizes conjoint analysis method to carry out research on 3G mobile phone purchase preference of college students. The necessities of studying the consumer group of college students are given based on the potential volume of 3G mobile phone market, the demand of 3G phones by college students and the deficiencies of current market. Then, on the basis of conjoint analysis principles and data acquired by questionnaires, a detailed analysis is conducted respectively on group and individual output result, market segmentation and market share, etc. Besides, a prediction is given to the 3G phones which have big market share potential in the college students markets. And product operation recommendations are put forward according to each college student consumer group. Thus, this paper provides a strong basis for decision making of 3G manufacturers in enterprise innovation, brand management, pricing strategy and other aspects.