Modeling Consumer Preferences on the Moscow Smartphone Market Using the Method of Conjoint Analysis

The statement that demand creates its own supply rings true for the smartphone market as well as for any other sector of the market economy. With computerization level of society growing, Internet-based technology advancing, with the increase in Internet penetration of households, growing population mobility and the development of small and medium-sized enterprises, it has become important for an individual to have operative engagement into daily interactions and activities. On the other hand, the development of technologies also requires new advanced features of technical devices.

Preference evaluation of goods or services can be done using one of market research techniques - conjoined analysis. This article continues the series on applying the conjoined analysis technique. To demonstrate the algorithm, features of conducting and interpreting results obtained, the authors use the study results of the smartphone market. The published results of the previous studies provided a detailed description of their preparation stages, described the sample size, statistics of response for a questionnaire, and algorithms from conjoint analysis technique. In particular, it outlines writing source code for the conjoint analysis algorithm using IBM SPSS Statistics command syntax language.

The purpose of this article is to demonstrate a step-by-step algorithm for conjoint analysis as one of the methods for statistical data processing, based on smartphone consumers survey, conducted by the authors. The article briefly presents the essence of the conjoint analysis, its advantages and disadvantages as a statistical method, the algorithm for preliminary processing of initial data. The authors developed a conjoined analysis and given detailed interpretation of its results. Special attention deserves the analysis and reasoning behind the choice of private utility model, as well as the evaluation of its parameters.

The findings, presented in this article, can be used by experts in statistical data processing and IT market experts. In the future, the authors plan to publish a theoretical article focusing on outlining the essence of the conjoint analysis, its application and operationalization approaches.

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