Using Conjoint Analysis to Predict the Launch Price of a New Smartphone
| Main Author: | Tarigan, Samuel |
|---|---|
| Format: | Article info application/pdf Journal |
| Bahasa: | eng |
| Terbitan: |
The Indonesian Institute of Science and Technology Research
, 2023
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| Subjects: | |
| Online Access: |
https://journal.iistr.org/index.php/JMSD/article/view/221 https://journal.iistr.org/index.php/JMSD/article/view/221/200 |
| ctrlnum |
article-221 |
|---|---|
| fullrecord |
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<dc schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/ http://www.openarchives.org/OAI/2.0/oai_dc.xsd"><title lang="en-US">Using Conjoint Analysis to Predict the Launch Price of a New Smartphone</title><creator>Tarigan, Samuel</creator><subject lang="en-US">Conjoint analysis</subject><subject lang="en-US">Penetration pricing</subject><subject lang="en-US">Pricing strategy</subject><subject lang="en-US">Rating-based conjoint</subject><subject lang="en-US">Skimming pricing</subject><description lang="en-US">This study aims to identify the pricing strategy used by a premium smartphone manufacturer when launching a new type by comparing actual price predictions with price predictions using a rating-based conjoint analysis method. The results of an analysis of 172 respondents from a university in Indonesia showed that the manufacturer use a combination of a skimming strategy, using product variants that are similar to types known to users beforehand, and a penetrating strategy through product variants that have never existed before. Analysis of respondents' evaluation of five smartphone attributes also shows that the feature that has the most part worth and the highest importance is network technology (5G or 4G) followed by internal memory capacity. The manufacturer in the US has set prices  that reflect part worths that are in line with RBCA prediction. In contrast, the distributor in Indonesia has set highest importance on the number of cameras. Managerially, these findings can be used by other smartphone manufacturers and distributors to when setting prices for future new products based on customer values. Theoretically, these findings indicate a significant difference between the conjoint analysis results and the producers' decisions that must be explained in the following research.</description><publisher lang="en-US">The Indonesian Institute of Science and Technology Research</publisher><date>2023-02-13</date><type>Journal:Article</type><type>Other:info:eu-repo/semantics/publishedVersion</type><type>Journal:Article</type><type>File:application/pdf</type><identifier>https://journal.iistr.org/index.php/JMSD/article/view/221</identifier><identifier>10.56741/jmsd.v2i01.221</identifier><source lang="en-US">Journal of Management Studies and Development; Vol. 2 No. 01 (2023): Journal of Management Studies and Development; 74-87</source><source>2962-5467</source><source>2962-5955</source><source>10.56741/jmsd.v2i01</source><language>eng</language><relation>https://journal.iistr.org/index.php/JMSD/article/view/221/200</relation><rights lang="en-US">Copyright (c) 2023 Samuel Tarigan</rights><rights lang="en-US">https://creativecommons.org/licenses/by-sa/4.0</rights><recordID>article-221</recordID></dc>
|
| language |
eng |
| format |
Journal:Article Journal Other:info:eu-repo/semantics/publishedVersion Other File:application/pdf File Journal:Journal |
| author |
Tarigan, Samuel |
| title |
Using Conjoint Analysis to Predict the Launch Price of a New Smartphone |
| publisher |
The Indonesian Institute of Science and Technology Research |
| publishDate |
2023 |
| topic |
Conjoint analysis Penetration pricing Pricing strategy Rating-based conjoint Skimming pricing |
| url |
https://journal.iistr.org/index.php/JMSD/article/view/221 https://journal.iistr.org/index.php/JMSD/article/view/221/200 |
| contents |
This study aims to identify the pricing strategy used by a premium smartphone manufacturer when launching a new type by comparing actual price predictions with price predictions using a rating-based conjoint analysis method. The results of an analysis of 172 respondents from a university in Indonesia showed that the manufacturer use a combination of a skimming strategy, using product variants that are similar to types known to users beforehand, and a penetrating strategy through product variants that have never existed before. Analysis of respondents' evaluation of five smartphone attributes also shows that the feature that has the most part worth and the highest importance is network technology (5G or 4G) followed by internal memory capacity. The manufacturer in the US has set prices that reflect part worths that are in line with RBCA prediction. In contrast, the distributor in Indonesia has set highest importance on the number of cameras. Managerially, these findings can be used by other smartphone manufacturers and distributors to when setting prices for future new products based on customer values. Theoretically, these findings indicate a significant difference between the conjoint analysis results and the producers' decisions that must be explained in the following research. |
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IOS20041.article-221 |
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Indonesian Institute of Science and Technology Research |
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10707 |
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library:public library |
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Indonesian Institute of Science and Technology Research (IISTR) |
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7954 |
| collection |
Journal of Management Studies and Development |
| repository_id |
20041 |
| subject_area |
Management Studies Accounting Business Organization Theory |
| city |
KOTA YOGYAKARTA |
| province |
DAERAH ISTIMEWA YOGYAKARTA |
| repoId |
IOS20041 |
| first_indexed |
2024-06-11T03:03:49Z |
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2024-06-13T03:35:53Z |
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1801715898508115968 |
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