This research aims to identify consumer preferences toward bundling strarterpack and cell phone CDMA technology-based in Bandung. The research surveyed 143 respondent for first research method (factor analysis) and 120 respondent for second research method (conjoint analysis) who are using or have used bundling CDMA (starter pack and cell phone) using purposive (judgmental) sampling method. Primary data gained by conducting questioner. The data collected analyzed by using factor analysis and conjoint analysis according the product attributes. The result of this research shows that consumer prefer to choose bundling CDMA which contain of these attributes (rank by importance value): Style (17,53%), Internet (17,52%), cell phone feature (16,8%), Bundling value (13,64%), buying trigger (12,9%), searching cost (10,6%), benefit (5,9%) and value added service (5,1%). According to respondent preferences the ideal bundling CDMA are candybar with variety color of casing or clamshell with monochrome color of casing, without external memories and not QWERTY or QWERTY , camera and without external memories, fast internet connection (equal EVDO Rev.A), ease of making call, bonus (free call and free pulse for texting (SMS)), easy to use the cellphone, and no content.
Keywords :Bundling CDMA, Consumer Behaviour, Preferences, Factor Analysis, Conjoint
Analysis, Purchase Decision, Co-Branding