Measuring brand preferences of smartphone using TOPSIS Online publication date: Sat, 14-Feb-2015
by Sushma Kumari; Ashruti Bajpai; Rachita Dewan; Pravin Kumar
International Journal of Modelling in Operations Management (IJMOM), Vol. 4, No. 3/4, 2014
Abstract: The purpose of this research paper is to demonstrate the method for observing the customer preference of selected smartphones in the Indian market using technique for order preference by similarity to an ideal solution (TOPSIS). Customers' preference is important for product design and development and also for market positioning of the competitive product. Although the accuracy of research of smartphone is based on a limited number of respondents from a particular section, i.e., elite class only because smartphones are mostly used by the high income group and educated people (computer and internet friendly). This study shows the market trend of smartphones in developing countries like India. The main limitation of this research is involvement of only a particular section of the customer. This method is limited to give the relative ranking of smartphones and not the absolute value of the rating. The originality of the paper is the incorporation of customer feedback on the ranking analysis of the phones using TOPSIS.
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