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Исследование потребительских предпочтений на московском рынке смартфонов
As it is generally known, market of cutting edge technological devices (smartphones, tabs, etc.) is one of the most dynamic, competitive and knowledge intensive market in world. Thanks to that, market leaders always have to chase the latest tendencies and trends, in order to be in sync with consumers’ preferences. In this article authors present their study, conducted in 2016 year and focused on consumers’ preferences in Moscow smartphone market. In order to obtain information about such preferences, authors used Google Forms platform. This platform, being able to conduct audience survey, provided authors with reliable information, answering the three types of questions: social-demographic; questions focused on respondents’ consumer attitude to smartphones and their intended use and cluster allowing to simulate the optimal combination of smartphone characteristics when choosing its model by a consumer.
Generally, this audience survey, designed by authors as a questionnaire, divides all the questions, described above, into two following blocks: first block contains general social-demographic questions such as respondent’s sex, age, marital status, professional specialty and work experience, while the second block includes respondents’ individual preferences in smartphones’ choice. Using both parts of the survey, authors made a full processing of the data obtained and then conducted conjoint analysis of consumers’ choice. The conducted study allowed to identify the most influential factors on the Muscovites’ choice of smartphones’ functions and their target use. For instance, for 73% of respondents questioned camera was the most valuable function of a smartphone, while 64% of them permanently use their smartphones for Internet communications. The authors also found the statistically proven dependence between the frequency and length of smartphone’s use and social-demographic factors. In addition to the abovementioned analysis, authors presented and described the structure of respondents’ preferences.
In the course of this study the authors managed to gather a large amount of source data that allows comprehensive analysis of the target field. In conclusion, it is necessary to add that the obtained results may be useful for market players of cutting edge technological devices and for anyone, interested in information technologies development in modern society.