The Study On Purchase Preference Of College Students’ Smartphone Based On Conjoint Analysis

The tremendous boost in sales of smartphones in China attracted the attention ofevery leading cell phone manufacturers. Time is ticking, while young generation,especially college students, keeps seeking their newest “toys”, it is a matter of life anddeath for most cell phone manufacturers to fulfill this tricky demand.This essay is about a conjoint analysis on smartphone purchase preference of collegestudents. It will go through smartphone market potential analysis, demand analysis andsegment market analysis. Following this path, two research method will be introduced, theexpertise approach and consumer approach. Together, a relative precise model will bedesigned and a virtual product will be sent out for public preference test. Based on the dataof this test, with principles of conjoint analysis, an importance sequence could be found.This could measure the consumer preference on most aspect of a smartphone design andeventually leads more effective modifications on both sales strategy and product design.