STRATEGIC ANALYSIS OF INDIVILDUALS’ SMARTPHONE PREFERENCES THROUGH CHAID ALGORITHM

Authors : Mehmet Polat

Pages : 124-145

Doi:10.18092/ulikidince.1311655

View : 166 | Download : 122

Publication Date : 2023-10-31

Article Type : Research Paper

Abstract :The global smartphone market is one of the most dynamically developing markets with high competition. The presence of high-tech products in the smartphone market forces companies to act more cautiously and strategically. The success of companies depends on their level of meeting the demands of smartphone users. To this end, this study aims to determine the factors that are affected by the smartphone preferences of individuals and the effect level of these factors on company strategies. For this purpose, in this study, a survey was conducted in the TRA2 Region located in the east of Turkey. The obtained data from the survey was evaluated using the CHAID algorithm. In the study, it was seen that smartphone users liked the Apple the most in terms of perceived service quality. In addition, it has been observed that the highest level of expectation in terms of expected service quality is concentrated on the Apple brand. On the other hand, the most preferred Xiaomi was found to have the lowest brand loyalty.
Keywords : Küresel Akıllı Telefon Piyasası, CHAID Algoritması, Akıllı Telefon, Apple

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