2408-9338Research result. Sociology and Management2408-933810.18413/2408-9338-2015-1-2-29-32357SOCIOLOGY OF MANAGEMENT AND SOCIAL TECHNOLOGIESCONSIDERING SOME BEHAVIORAL ECONOMIC ISSUES CONCERNING THE DILEMMA OF CUSTOMERS BUYING SMARTPHONESCONSIDERING SOME BEHAVIORAL ECONOMIC ISSUES CONCERNING THE DILEMMA OF CUSTOMERS BUYING SMARTPHONESPogoreliyMark Yu.PogoreliyMark Yu.pogorelii@bsu.edu.ru20151200

Different brands are represented on the smartphone market. In this article, the author refers to the study of the dilemma, which is determined by the customer's choice of one or another manufacturer of smartphones. General theoretical approach is based on the scientific works of the scientists: Mitchell, W. (1914). Clark, J.M., (1918). Katona, G. (1980). Leibenstein, H. (1985). Simon, H. A. (1978). Gilad, B., Kaish, S. (Eds.), (1986). Ainslie, G. (1992). Camerer, C. F, (1985). Kim P. Corfman (1995, Goldman, Alfred E. (1962), Welch, Joe L. (1985), Levy, Sidney J. (1979). The author has developed criteria for assessment of the smartphone, which were presented in the questionnaire. The author uses a survey to research the consumer preferences. The respondents rated the products of such brands as Acer, Apple, Dell, HP, Lenovo, MSI (does not manufacture smartphones), Samsung, producing smartphones. The author processed the results with the help of MS Excel. The author has formulated conclusions in accordance with the results of the conducted research.

Different brands are represented on the smartphone market. In this article, the author refers to the study of the dilemma, which is determined by the customer's choice of one or another manufacturer of smartphones. General theoretical approach is based on the scientific works of the scientists: Mitchell, W. (1914). Clark, J.M., (1918). Katona, G. (1980). Leibenstein, H. (1985). Simon, H. A. (1978). Gilad, B., Kaish, S. (Eds.), (1986). Ainslie, G. (1992). Camerer, C. F, (1985). Kim P. Corfman (1995, Goldman, Alfred E. (1962), Welch, Joe L. (1985), Levy, Sidney J. (1979). The author has developed criteria for assessment of the smartphone, which were presented in the questionnaire. The author uses a survey to research the consumer preferences. The respondents rated the products of such brands as Acer, Apple, Dell, HP, Lenovo, MSI (does not manufacture smartphones), Samsung, producing smartphones. The author processed the results with the help of MS Excel. The author has formulated conclusions in accordance with the results of the conducted research.

a customerthe Customer's Dilemmabehavioral economicsthe questionnairea homogeneous groupthe respondentsthe brandsa scalea ratingassessment criteriavalues of the criteriaa customerthe Customer's Dilemmabehavioral economicsthe questionnairea homogeneous groupthe respondentsthe brandsa scalea ratingassessment criteriavalues of the criteriaСписок литературыMitchell W. Human behavior and economics: a survey of recent literature. Quarterly Journal of Economics Vol. 29. 1914. Pp. 1-47.Clark J.M. Economics and modern psychology // Journal of Political Economy. 1918. 26. Pp. 1-30.Katona G. Essays on Behavioral Economics. Survey ResearchCenters, Institute for Social Research, The University of Michigan, 1980.Leibenstein H. On relaxing the maximizing postulate // Journal of Behavioral Economics. 1985. Vol. 14. Pp. 5-20.Simon H.A. Rationality as process and as product of thought // American Economic Review. 1978. Vol. 68. Pp. 1-16.Gilad B., Kaish S. (Eds.) Handbook of Behavioral Economics, vols. A and B. JAI Press Inc. London, 1986Ainslie G. Picoeconomics. Cambridge: Cambridge University Press, 1992.Camerer C.F. Individual decision making / In J. Kagel and A. Roth (eds.). Handbook of Experimental Economics. Princeton: Princeton University Press, 1985.Kim P. Corfman The Importance of Member Homogeneity to Focus Group Quality, in NA – Advances in Consumer Research Volume 22, eds. Frank R. Kardes and Mita Sujan, Provo. UT: Association for Consumer Research, 1995. Рp. 354-359.Goldman Alfred E. The Group Depth Interview // Journal of Marketing. 1962. July. Pp.61-68.Welch Joe L. Researching Marketing Problems and Opportunities with Focus Groups, Industrial Marketing Management. 1985. 14 (November). Pp.245-253.Levy Sidney J. Focus Group Interviewing in James B. Higginbotham and Keith K. Cox, eds., Focus Group Interviews: A Reader, Chicago: American Marketing Association, 1979. Pp. 29-37.Communicate Kathleen Verderber, Rudolph Verderber, Deanna Sellnow. – Cengage Learning, 2013. p. 199.