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The Impact Of Country Of Origin In Mobile Phone Choice Of Generation Y And Z

21 citations0/0 files storedJournal of Management and Training for Industries

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

Mobile phones play a very important role in our life. Mobile phone sales have been soaring over the last decade due to the growing acceptance of technological innovations, especially by Generations Y and Z. Understanding the changing customer requirements is the key to success in the smartphone business. New, strong mobile phone brands can emerge if the voice of the customer has been heard. However, studies that investigate the mobile phone choice of young adults aged 18-25, the members of late Generation Y and early Generation Z, have been lacking. It is also known that the country of origin has serious impact on attitudes and purchase decisions. In order to investigate the role of the country of origin in mobile phone choice of the Generations Y and Z, an online questionnaire survey with 228 respondents was conducted in Hungary in 2016. Besides descriptive statistical methods, crosstabs, ANOVA and Pearson correlation were used to find out significant relationships. Factor analysis (Principal Component Analysis) was used for data reduction to create factor components. The findings of this exploratory study supported the idea that the country of origin plays a significant role in many respects of young adults’ mobile phone choice. Owners of mobile phones with different countries of origin attribute significantly different importance to product features including technical parameters, price, design, brand name, operating system, and memory size. The country of origin has a moderating effect on the price sensitivity of customers with varied net income levels. It was also found that frequent buyers of mobile phones, especially US brand owners, spend the most, significantly higher amount of money, for a new mobile phone.

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1976International Marketing 2012Understanding student attitudes of mobile phone features: Rethinking adoption through conjoint, cluster and SEM analyses 2011The Effect of the Country-of-Origin Image, Product Knowledge and Product Involvement on Information Search and Purchase Intention

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