Abstract :
The rapid development of cellular phone technology and the tight competition in
telecommunication industry make some challenges for both consumer and
producer. Consumers have some choices in deciding the prepaid GSM card that
suits them. Therefore, when the consumer preference understood correctly,
producer can create a suitable product for them. This paper attemps to examine
which the most important attribute for consumer, especially IBS students, while
choosing GSM card, including to decide which product that most wanted by IBS
students, by using conjoint analysis as the statistical method. As a result, it was
found that BRAND was the most importance factor for IBS students followed by
other factors. The managerial implication of the study were discussed and further
research was suggested.
Keywords: prepaid GSM card, consumer preference, conjoint analysis.