Abstract
The objective of the study was to develop mobile cell phones characteristics based on consumer perceived quality. For this purpose, questionnaire was used as a research instrument. Questionnaires were distributed to 390 mobile cell phones consumers and all were valid to be proceeded to data analyses. Quality function deployment was used to analyse the data. Research findings showed that product characteristics to be developed in order to be success in competition in descending order of importance were the application, the capability of processor, hand anthropometry, batteries, image density, shape, keypad size, navigation buttons, internal memory, data packet technology, MP3 facilities, external memory, screen size, structures material, antivirus, warranty, data exchange device, a gap, and the page on short message service. Other factors should be taken into consideration were increasing trading partners (retailing or agent) and outlets, improving labours, and post purchase warranty.
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