Iranian students' preferences for laptop: A conjoint analysis

Abstract

In recent years, personal computer industry has rapid and widespread growth, and become more and more competitive. This market moving toward portable personal computers like laptops; even faster than expected .Students are one of the huge populations of laptop consumers and companies need to consider their preferences in their products. The aim of this study is to examine Iranian students’ preferences for laptop using a conjoint analysis known as traditional full-profile conjoint analysis. Results indicate that the four most important determinants of laptop preferences were price, size, processor speed and graphic card which have significance for managers developing marketing strategies and programs.