In this paper, conjoint analysis is used to gain insights into how university students value various aspects of the postpaid mobile phone service. Preference-based segmentation is performed on the output from the conjoint analysis to isolate homogeneous consumer segments that possess similar preferences for mobile phone service. Based on the results the study suggests a marketing strategy for mobile phone operators.
CITATION STYLE
Kuzmanovic, M., Radosavljevic, M., & Vujosevic, M. (2013). Understanding student preferences for postpaid mobile services using conjoint analysis. Acta Polytechnica Hungarica, 10(1), 159–176. https://doi.org/10.12700/aph.10.01.2013.1.9.
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