2. Analyse consumer behavior on mobile phones using the simulated dataset given. (You will

analyze ONLY the dataset that is assigned to you)

You are given the results of a consumer survey for the question What do you consider when

purchasing mobile phones?. Consumers have evaluated their purchasing decisions based on

seven factors including durability, quality, brand, price, design, technology and safety.

Consumers have specified their level of agreement: (1) Strongly disagree; (2) Disagree; (3)

Neither agree nor disagree; (4) Agree; (5) Strongly agree with each of these factors.

a) Create a table or a graph from the consumer survey and conclude what are the two most

important factors that consumers consider when purchasing mobile phones? Discuss the

ranking of these factors.

b) Are there any differences between the preferences of male and female consumers? In your

opinion, why do these differences exist? (if any).

c) Use your findings from the previous questions to discuss and argue what a mobile phone

producer can do to better position its products on the market (to attract more customers and

gain a larger market share)?

d) Pick two different types of mobile phones, and use relevant utility graphs to discuss your

preferences for these two mobile phones.