Paper Title
Application of Conjoint Analysis on Mobile Phones Preference: Wa Polytechnic Students

Abstract
This study was conducted to determine customers’ preference of mobile phones of students of Wa Polytechnic in the Upper West Region of Ghana. Four factors, namely the operating system; price of mobile phones; 3G support and camera features of mobile phones preferences were used. There were two factor levels for the operating system (Android and Windows); three level of prices (less than Gh300; GH 300-GH 500; and GH500- GH1, 000); three levels of camera features (less than 3 megapixels; 3-8 megapixels, and greater than 8 megapixels); and two levels (either Yes or No) for 3G Support. Nine (9) cases were generated for the orthogonal design. The Conjoint questionnaire contained twenty-Six (26) product profiles from one-hundred and twenty-five (125) randomly selected mobile users. Conjoint analysis was thereafter run. Utilities Scores, Importance Values, and Correlations of the results were used to conduct the analysis. From the analysis, it can be concluded that price was a very key factor to customers and 3G support is their least priority. Therefore, it is recommended that the mobile phone dealers in the community should segment their market by taking into consideration the income level of the students and how fashionable they are, as well as the main purpose of possession mobile phones. Keywords - Conjoint Analysis, Customer, Preference, Mobile Phones, Utility Scores