Xpressions of generation Y: perceptions of the mobile phone service industry in Pakistan

Abstract

Purpose

The purpose of this paper is to verify the consumer preference and choice behavior; also determine the speculative low loyalty behavior of consumers belonging to generation Y sub segment – adults (age 19‐28) and their perceptions regarding various brands.

Design/methodology/approach

Data were collected from 100 university students in Pakistan belonging to the age group 19‐28 years old. The research was concentrated in the mobile phone service sector. Data analysis was conducted using statistical analysis software SPSS.

Findings

The results indicate that stated preference set and actual choice behavior are dissimilar. The generation Y adults sub group contra‐indicates loyalty characteristics as high in a developing market context against the established wisdom of low loyalty found in developed countries. The perceptual maps of brands indicate no distinct personality characteristics necessitating marketers to rethink their strategies in this service industry. Finally, this research reconciles the gap between loyalty, stated preference and distinctiveness of brand personalities.

Research limitations/implications

One limitation pertains to the target segment of 19‐28 years old. Future research could be expanded to other demographic segments and use other products and brands.

Originality/value

The major contribution of this paper is that it will advance theory regarding generation‐based characteristics to a less developed economy context by verifying theoretical proposition with regard to brand preferences and revealed brand choices. Second, marketers would be able to focus their promotions keeping in mind the perception and loyalty factors.

Citation

Rahman, S. and Azhar, S. (2011), "Xpressions of generation Y: perceptions of the mobile phone service industry in Pakistan", Asia Pacific Journal of Marketing and Logistics, Vol. 23 No. 1, pp. 91-107. https://doi.org/10.1108/13555851111100012