The Preference of Turkish Consumers on Converged Products: The Smartphone Example

The smartphone market is facing a huge growth in the last few years. Convenience and personalization are the main features of the Smartphones. Turkey is one of the top ranked countries in Smartphone market growth. Newer generation convergence products (all-in-ones, camera phones) offer consumers higher product performance in terms of quality which is better than their dedicated versions. Another dilemma starts in the minds of consumers about the purchase consideration because of the increased availability to many options. This paper investigates the choice patterns of Turkish university students for product forms (converged vs. dedicated) in different technological performance levels. Mostly the converged product is the choice without any difference in terms of product properties. In the end, managerial implications are addressed and directions for future research are suggested