Evaluation of Smartphone feature preference by a modified AHP approach

This research aims to study the customers´ preferences ranking of smartphone attributes and the price range preferences among Taiwanese customers. A modified AHP is conducted in order to meet the research objective. Smartphone features were selected from previous research to construct the hierarchy structure. The AHP scale between two criteria was simplified to 0 ~ 1 in order to conduct an online survey. 389 samples were collected through the web-based survey. The weightings of the criteria were then calculated to sort out the ranking. The results showed that the performance of the processor is regarded as the most important element when purchasing a smartphone, following by the price and battery endurance. The most preferred purchase price is NT$6,001~15,000, which might due to the compromise between processor and price.