Article: Measuring brand preferences of smartphone using TOPSIS Journal: International Journal of Modelling in Operations Management (IJMOM) 2014 Vol.4 No.3/4 pp.193 - 207 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. Inderscience Publishers - linking academia, business and industry through research

Title: Measuring brand preferences of smartphone using TOPSIS

Authors: Sushma Kumari; Ashruti Bajpai; Rachita Dewan; Pravin Kumar

Addresses: Indian Institute of Information Technology, Devghat, Jhalwa, Allahabad, Uttar Pradesh 211012, India ' Indian Institute of Information Technology, Devghat, Jhalwa, Allahabad, Uttar Pradesh 211012, India ' Indian Institute of Information Technology, Devghat, Jhalwa, Allahabad, Uttar Pradesh 211012, India ' Delhi Technological University, Bawana Road, Delhi-110042, India

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.

Keywords: multicriteria decision making; MCDM; brand preferences; TOPSIS; smartphones; smartphone brands; customer preference; India; developing countries; relative ranking; customer feedback.

DOI: 10.1504/IJMOM.2014.067371

International Journal of Modelling in Operations Management, 2014 Vol.4 No.3/4, pp.193 - 207

Received: 24 Feb 2014
Accepted: 23 Aug 2014
Published online: 14 Feb 2015 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article

Title: Measuring brand preferences of smartphone using TOPSIS

Keep up-to-date