ANALYSIS OF CONSUMER PREFERENCE OF MOBILE PHONES THROUGH THE USE OF CONJOINT ANALYSIS

The aim of this article is to provide an introduction to conjoint analysis as a research tool, and to indicate its value for analyzing consumer preference based on the value that the consumers attach to the attributes of the goods that they intend to purchase. The study involves the use of the tool of conjoint Analysis to evaluate consumer preference vis.a.vis Brand, Price Level, FM Radio, and Camera. The results of the study indicate that the most important attribute behind consumer preference for mobile phones was Brand, followed by Price, then Camera, and finally FM Radio