TY  - MANSCPT
AU  - Loke Jia Jin,
TI  - Study on the customer’s choice of  iphone 14 based on the decoy effect
SN  - THE0010028 (Local)
PY  - 2023///
CY  - Kuantan Pahang
PB  - UMPSA
KW  - Center for Mathematical Sciences
KW  - Dissertations
KW  - Universities and colleges
KW  - Final Year Report
N1  - Center for Mathematical Sciences; Bachelor of Applied Science In Data Analytics With Honour -- Universiti Malaysia Pahang – 2023; Includes bibliographical references
N2  - 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
ER  -