Consumer Preference Analysis on Mobile Service Providers: A Case Study of Foreign Students in Taiwan

In this paper, some multivariate analysis techniques such as factor analysis, regression analysis, cluster analysis and conjoint analysis used to gain foreign student's preference in Taiwan. Preference-based segmentation was performed on the output from the conjoint analysis combined with cluster analysis to isolate homogeneous consumer segments that possess similar preferences for mobile phone providers. Based on the results, the study suggests a marketing strategy targeting foreign students. This study would be very beneficial for the mobile service provider, academician, and also foreign students particularly related to marketing strategy and purchasing decision.