HEDONIC ANALYSIS OF CELL PHONES SOLD WITH POST-PAID SERVICE PLANS IN BRAZIL

• Main Authors: Cláudio R. Lucinda, Rodrigo de Santi
• Format: Article
• Language: English
• Published: Fundação Getulio Vargas 2012-07-01
• Series: RAE: Revista de Administração de Empresas
• Subjects: Handsets; hedonic prices; post-paid service plans; telecommunications; attributes
• Online Access: http://rae.fgv.br/sites/rae.fgv.br/files/artigos/10.1590_0034-75902012000400005_0.pdf

The aim of this paper is to analyze the determining factors for the pricing of handsets sold with service plans, using the hedonic price method. This was undertaken by building a database comprising 48 handset models, under nine different service plans, over a period of 53 weeks in 2008, and resulted in 27 different attributes and a total number of nearly 300,000 data registers. The results suggest that the value of monthly subscriptions and calling minutes are important to explain the prices of handsets. Furthermore, both the physical volume and number of megapixels of a camera had an effect on the prices. The bigger the handset, the cheaper it becomes, and the more megapixels a camera phone has, the more expensive it becomes. Additionally, it was found that in 2008 Brazilian phone companies were subsidizing enabled data connection handsets.