Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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Conjoint Analysis for the Development of New Cellular Phone

휴대전화기 신제품 개발을 위한 컨조인트분석

  • Kim, Bu-Yong (Department of Statistics, Sookmyung Women's University)
  • 김부용 (숙명여자대학교 통계학과)
  • Published : 2005.12.31
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Abstract

Advanced function has been considered to be the most important aspect of the cellular phone. However, leading companies are now implementing the fashion branding strategy which stresses both high technology and appealing design. By means of the conjoint analysis, this research focuses on identifying the preferred design profile related to style of the key cover, color and texture of the case, and presence or absence of the noctilucent material coated on the part of surface. We also evaluate the relative importance of factors to determine the design concept of new cellular phone. Results indicate that consumers most prefer the silver-colored, sliding key cover phone with soft and noctilucent surface.

Keywords

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