| Summary: | 碩士 === 國立虎尾科技大學 === 工業管理系工業工程與管理碩士班 === 107 === The smartphone market in Vietnam is competing fiercely with the participation of many famous smartphone manufacturers in the world. One of the important features for smartphone users is the operating system. For example, iOS is the operating system developed by Apple and used in the iPhone series which is located in the high-end segment. Meanwhile, in addition to the iOS, Android operating system, developed by Google, is used by many smartphone brands that are preferred by most consumers in Vietnam because of their user-friendly interface and reasonable price.
In the fiercely competitive smartphone market and increasingly diversified customer requirements, manufacturers have been constantly improving their products to fulfill the customers’ want. Therefore, this study collects opinions from experts who are long-term users of Android smartphones. AHP (analytic hierarchy process) has been applied in this study to identify the Main key factors that consumers will consider when they decide to buy an Android smartphone.
In conclusion, this research identifies “feature” as the most important Main key factor with a weight of 0.2213, followed by “design” (0.1874), “reliability” (0.1654), “price” (0.1361), “after-sale service” (0.1276), “promotion” (0.0843), and “brand name” (0.0779).
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