Market segmentation in the cell phone market among adolescents and young adults

Abstract

Purpose

The purpose of this study is to investigate the existence of inter-market market segments in the adolescents' and young adults' cell phone product-market in Finland, United Arab Emirates, Canada, China, and New Zealand. Drawing upon cell phone feature preferences criteria cited by Işıklar and Buyuközkan, the existence of inter-market market segments using these feature preferences as the cluster variate was examined.

Design/methodology/approach

Using a survey questionnaire, data was gathered from 403 high school and 892 undergraduate students in Finland, UAE, China, Canada and New Zealand.

Findings

The results of the study suggest the inter-market market segments do exist in the countries of this study, but their existence varies to some degree by country.

Originality/value

An important implication of the research is the existence of the five inter-market segments among the adolescents and young adults in the five countries was established. Consequently, the inter-market segments extend over the borders. The five inter-market segments exist in all country markets except in New Zealand, which included only four segments. These five segments also appear to be unique and large enough in size, which are the key requirements in terms of successful segmentation, and thus warrant the development of unique products, services and marketing programs for the segments.

Citation

J. Haverila, M. (2013), "Market segmentation in the cell phone market among adolescents and young adults", Asia Pacific Journal of Marketing and Logistics, Vol. 25 No. 3, pp. 346-368. https://doi.org/10.1108/APJML-07-2012-0064