Segmentacja konsumentów smartfonów na podstawie preferencji wyrażonych
Segmentation of smartphones’ consumers on the basis of stated preferences

Summary/Abstract: The purpose of this article is to identify the preferences and purchase motives of smartphones’ consumers and classification of respondents on the basis of stated preferences. The analyses were conducted using data from the empirical research on consumer preferences with respect to various smartphone attributes. To identify the reasons for purchasing and consumer preferences conjoint analysis was employed. Classification of respondents was based on obtained utilities maesuring consumer reactions to specific profiles with the application of k-means method.

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