using R-language

Brand

Screen size

Memory

Camera

Price

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

Sample attribute

R is a language and environment for statistical computing and graphics

The “conjoint” package was used on R for this analysis

Top three attributes from the “average importance of attributes” yielded by the analysis are presented in the table below:

Price

Brand

Screen Size

Survey participants say that the price matters

Survey participants say that they pay attention to brand

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

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