Ronald Baganzi is a Ph.D. candidate of Business Administration at School of Management, Kyung Hee University, in Seoul, South Korea. His research interests are; Financial Engineering, Econometrics, Marketing research, Consumer behavior, Mobile payment research, and Internet Banking research. His current article focuses on consumer preference for smartphones in Korea. CBC package provided by Sawtooth software will help him achieve his objective.
Ronald earned a Finance MBA from KAIST University (Korea Advanced Institute of Science and Technology) and a BCOM (Accounting) degree from Makerere University in Uganda.
Research Survey and Findings
Ronald's article is on consumer preference for smartphones in South Korea, specifically analyzing the factors that influence consumers to purchase smartphones. His study used utility theory to analyze consumers’ purchasing behavior based on smartphone attributes.
He designed a quantitative, quasi-experimental study using choice-based conjoint (CBC) analysis developed by Sawtooth Software. Participants included 326 consumers who had made a smartphone purchase in Korea. Based on Hierarchical Bayes (HB) modeling results, he found six attributes to significantly influence consumers’ smartphone purchasing behavior, with smartphone brand the most significant followed by price, camera, RAM, battery life, and storage.
His article gives implications for new smartphone models development based on smartphone attributes.