| Summary: | This study aims to identify consumer segments based on benefits that are
prioritized in the selection of smartphones. The data is obtained and collected
using questionnaires from 200 respondents who had used a smartphone with
Android, IOS, BlackBerry, Symbian, or Windows Mobile / Windows Phone 7
operating systems. The sampling method used is non-probability sampling by
judgmental sampling. The data were analyzed using factor analysis, K-means
cluster method to see a breakdown of benefit criteria, and one-way ANOVA test.
The results of cluster analysis is the number of segments produced based on the
variable benefit as many as 5 segments, namely Comfort of Usage (24%), whose
members are very concerned with the keyboard, Brand Awareness and Price
(29%) those who are very concerned with brand image factors,
Exclusiveness(14%) who emphasize on exclusivity factor, Connectivity (13%)
who are very concerned with network connectivity capability factor, and Quality
Seeker (20%) who place great importance on the durability factor and the quality
of service. The results of one-way ANOVA test show that the five segments are
significantly different. Similarly, cross-tabulation of test results among the five
segments with demographic variables such as gender, education, and employment,
contains a real difference to the benefits sought by consumers. However, not for
the variable of age. Meanwhile, test results of cross tabulations of the five
segments with a variable type of operating system used is also significantly
different.
The conclusion of this study was to find different segments that have different
benefits and different demographic characteristics. It is supposed to be able to be
utilized by the manufacturer to build a strong brand awareness. Based on the
segmentation, the smartphone manufacturers can focus on the benefits that
protrudes from each segment.
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