03246ntm a2200337 i 4500 0 0 lcc 0 6 10000 10000 2025-05-05 0 CD13563 T000003161 2025-05-05 00:00:00 2025-05-05 PSM 102494 102500 MY-KuUP 20251125111037.0 t||||fs|||| 000 0 ta 250505t20232023my a|||fs|||| 000 0 eng d THE0010028 (Local) Hardback UMPSA eng UMPSA rda PSM .L65 2023 r Bc Loke Jia Jin, author. Study on the customer’s choice of iphone 14 based on the decoy effect / Loke Jia Jin Kuantan Pahang: UMPSA, 2023 © 2023 xii, 100 pages : Illustration (some colour) ; 1 CD-ROM. rdacontent text rdamedia unmediated rdacarrier volume rda text file PDF Center for Mathematical Sciences Bachelor of Applied Science In Data Analytics With Honour -- Universiti Malaysia Pahang – 2023 Includes bibliographical references This research is study on the customer’s choice of iPhone 14 based on decoy effect. The challenges faced by a business nowadays is not only on how to be more competitive but understanding the customer purchasing behaviour as well. This is because every decision made by customer will affect the demand and supply chain for the business. If the demand is greater than the supply, the business will lose the chance in boosting the business’ targeted option because customer might tend to purchase the competitor option or decoy option. Similarity to the supply is greater than demand, the business will make losses once the goods and services is expired and will also increase the expenditure to store the products. This study is conducted by generating two (2) new different decoy choice sets at first and thus compare the respondent’s initial decision in iPhone 14 original choice set (without decoy option) with the final decision in both decoy choice sets to decide the validation of decoy effect in iPhone 14 series. The strength of each decoy choice set and the factor that considered by customer while purchasing a model in iPhone 14 series are also be studied. The result shows that decoy effect is valid in iPhone 14 series where the number of respondent choosing the business’ targeted option (iPhone 14 Pro) as final decision in both decoy choice sets are more than the initial decision in iPhone 14 original choice set. Besides, the most effective decoy strategy is extreme range decoy (R*) which applied in decoy choice set A due to it has the higher strength coefficient than the range decoy (R) that applied in decoy choice set B. The top 3 factors that are highly selected by the respondents are the camera function, power and battery function and storage capacity. Lastly, the predicted model shows that different demography will have different choice on iPhone 14 series’ model. An effectiveness and strategized decoy option could easily boost the sales without increase any expenditure has been conclude in this research. Center for Mathematical Sciences Dissertations Universities and colleges Dissertations Final Year Report Dissertations lcc PSM