Technical Aspects: Utility Estimation: Conducted using a linear regression model to estimate part-worth utilities for smartphone attributes, revealing that brand and price are the most influential factors. Significant positive utilities were observed for Apple and Samsung brands and lower price points, while local brands and higher prices showed negative utilities. Attribute Importance: Calculated the relative importance of each attribute, with price (32.22%) and brand (31.56%) being the most critical in consumer decision-making. Screen size (21.44%) followed, while memory (10.85%) and camera (3.93%) were less influential. A K-means clustering analysis identified three consumer segments based on their preferences. Recommendations: Pricing Strategy: Focus on competitive pricing, particularly for lower price points like $299 and $399, to attract price-sensitive consumers. This should be paired with maintaining strong brand positioning. Segmented Marketing: Tailor marketing strategies to distinct consumer segments: emphasize brand prestige and premium features to brand-loyal consumers (Cluster 3), and offer budget-friendly options to price-sensitive consumers (Cluster 1). For moderate consumers (Cluster 2), highlight a balance between screen size and mid-range prices.