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Article
Publication date: 30 March 2012

Lynda Andrews, Judy Drennan and Rebekah Russell‐Bennett

This study seeks to examine the nature of consumers' perceptions of the value they derive from the everyday experiential consumption of mobile phones and how mobile

Abstract

Purpose

This study seeks to examine the nature of consumers' perceptions of the value they derive from the everyday experiential consumption of mobile phones and how mobile marketing (m‐marketing) can potentially enhance these value perceptions.

Design/methodology/approach

Q methodology is used with a framework of experiential consumption and perceived consumer value, to examine how consumers' subjective perceptions and opinions of the two areas of interest are shared at a collective level. A total of 40 participants undertook two Q sorts and the data were analysed using PQ‐method.

Findings

The first Q sort identified three clusters of perceived value: the Mobile Pragmatists, the Mobile Connectors and the Mobile Revellers. The second Q sort identified two clusters of perceived value of m‐marketing: one emerging from the shared opinions of the Mobile Pragmatists and the Mobile Connectors, and the second from the Mobile Revellers.

Research limitations/implications

The findings show how consumers can be segmented based on their contextualised perceived value of consuming mobile phones. The findings also show that m‐marketing can be tailored to enhance these value perceptions. The study demonstrates how to use Q methodology to examine subjective areas of consumer behaviour. Limitations relate to deriving statements for the Q sorts and the generalisability of the results.

Practical implications

The findings highlight ways to tailor m‐marketing strategies to complement consumers' perceptions of the value offered through their mobile phones.

Originality/value

The study contributes to existing theory and practice through using Q methodology to examine two subjective areas of consumer behaviour research: experiential consumption in everyday life and consumer perceived value, which is applied in the context of mobile phones and m‐marketing.

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Article
Publication date: 5 June 2009

Gemma Roach

The purpose of this paper is to present the findings of a recent study which explored consumer perceptions of mobile phone marketing. Through the application of constructs…

Abstract

Purpose

The purpose of this paper is to present the findings of a recent study which explored consumer perceptions of mobile phone marketing. Through the application of constructs adapted from traditional innovation and product involvement research, the study examined how a consumer's perception of the relative advantages, compatibility and complexity associated with mobile phone marketing, and their involvement with their mobile phone, influenced their intention to accept marketing communication sent via this channel.

Design/methodology/approach

A deductive, quantitative research approach was adopted, where data was collected using a self‐completed questionnaire administered to a sample of 254 university students.

Findings

Statistical analysis revealed that a consumer's perceptions of two of the three innovation attributes tested (relative advantage and compatibility) were significantly associated with their acceptance (or adoption) of marketing messages sent via their mobile phone. However, a slightly weaker relationship between a consumer's level of involvement with their mobile phone and their adoption of mobile phone marketing was found.

Practical implications

This research provides companies with important insights into the factors that may encourage or deter consumer acceptance of this new form of direct marketing.

Originality/value

The value of this study derives from its novel use of an established innovation framework, combined with an assessment of product involvement, to examine consumer perceptions of mobile phone marketing.

Details

Direct Marketing: An International Journal, vol. 3 no. 2
Type: Research Article
ISSN: 1750-5933

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Article
Publication date: 12 February 2019

Sunday Adewale Olaleye, Dandison Ukpabi, Heikki Karjaluoto and Ioannis Rizomyliotis

The purpose of this paper is to use the consumer-based discrepancy theory to examine consumers’ behavioral motivations for using mobile devices and the factors that…

Abstract

Purpose

The purpose of this paper is to use the consumer-based discrepancy theory to examine consumers’ behavioral motivations for using mobile devices and the factors that influence the rapid diffusion of Chinese mobile devices in Nigeria.

Design/methodology/approach

Data were collected using focus group interviews with samples cutting across users, technicians and experts from Port Harcourt, Nigeria’s industrial capital. This study conducted a thematic analysis of the data with NVivo Pro 11 for deductive coding.

Findings

The authors found that weak regulatory environment opened the Nigerian mobile market to the influx of mobile devices from Chinese local manufacturers. Though largely absent in developed markets, Chinese mobile devices are household names in Africa, particularly Nigeria. Having studied the Nigerian market, Chinese mobile device manufacturers have incorporated features and specifications in their mobile devices that are adapted specifically to this market. Our findings also show that these “China phones and tablets” are significantly inferior to those manufactured by global brands. However, consumer complaints have led to significant improvements in their quality. Consequently, due to their successful diffusion, Nigeria is being used as a launching pad to other African countries.

Research limitations/implications

While the study could not look at the economic, environmental and health implications of the high death rate of the mobile devices, it however provides useful insights on the application of the consumer-based discrepancy theory: expectation vs performance, in the Nigerian mobile market context.

Originality/value

The study is the first to empirically examine the diffusion of Chinese mobile devices in one of the key emerging markets in Africa. The study provides blueprint for the local regulatory authorities on how to strengthen their regulatory oversight and also advances critical understanding on how Chinese mobile device manufacturers can improve their technologies and optimize market opportunity in Africa.

Details

International Journal of Emerging Markets, vol. 14 no. 5
Type: Research Article
ISSN: 1746-8809

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Article
Publication date: 1 August 2008

Asta Salmi and Elmira Sharafutdinova

This paper aims to focus on interactions between old and new cultural influences, investigating consumer preferences for a new type of product – the mobile phone – by…

Abstract

Purpose

This paper aims to focus on interactions between old and new cultural influences, investigating consumer preferences for a new type of product – the mobile phone – by looking at the cultural and socio‐economic factors that affect these preferences.

Design/methodology/approach

A total of 22 Russian experts in design and marketing were interviewed in the spring of 2005. The paper takes the viewpoint of Western firms interested in Russian (mobile phone) markets.

Findings

The study shows that the general features (high power distance, femininity, high uncertainty avoidance) characterizing Russian culture affect preferred mobile phone design. Long‐term values are seen, for example, in family orientation, which affects the use of mobile phones. Changing cultural and socio‐economic features are seen in the strict division of consumers into distinct segments. Current aspects of society, such as high level of street crime, are apparent in the desired features of products. The emerging Russian markets seem to consist of very different consumer groups and simultaneously represent both old and new cultural features and norms. Design has become a central tool for affecting product marketing, and an influential community of designers and a design industry are emerging.

Practical implications

Cooperation with the local designers can provide an important competitive edge and support when promoting both industrial and consumer goods in Russia's emerging markets.

Originality/value

Design was earlier neglected and it has only recently started to play a more significant role in production and marketing of products in Russia. Designers can now act as important intermediaries between Russian markets and Western marketers.

Details

Journal of Business & Industrial Marketing, vol. 23 no. 6
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 16 July 2018

Jong Seok Kim

A method is proposed for handling multi-attribute judgment problems with a large number of attributes such as mobile phone features. To minimize the complication of…

Abstract

Purpose

A method is proposed for handling multi-attribute judgment problems with a large number of attributes such as mobile phone features. To minimize the complication of multi-attributes and reduce the consumers’ choice task burden, this paper aims to suggest an integrated hierarchical survey design (IHSD) with the Kano model. The author compared the utility of mobile phone’s attributes for each market and for customer segment by analyzing empirical data on wear obtained from six Middle East and African countries, five Asia-Pacific countries and three European countries. Based on an IHSD of 10,200 respondents, brand, camera, memory and LTE (4G) play vital roles in all regions. In contrast, Wi-Fi, file-editor, MMS, LCD size and phone type are displayed as the least important attributes. The results of this study were successfully implemented for product planning, product development and marketing strategy in terms of price setting, features prioritizing and optimal designing for new products in the mobile phone company.

Design/methodology/approach

The first step was to list all possible features with the product planning team, product development team and market research specialists. The second step divided the selected features for designing a mobile phone into subgroups based on their functional characteristics by using the Kano model. The method for classifying features was determined using Kano questionnaire. The third step incorporated a fractional factorial design for the “must-be” choice-based conjoint (CBC) (Oppewal et al., 1994) which includes two factors: whether customers required the “one-dimensional” feature or the “attractive” feature, along with the “must-be” attributes. The consumers who selected the “must-be” features could choose both the “one-dimensional” feature and the “attractive” feature groups or one of the two feature groups in no particular order. Fractional factorial design was applied to both the “one-dimensional” features and the “attractive” features for individual CBCs. Random sequences of the combinations of attribute levels were generated for each of the three types of CBC analyses (“must-be”, “one-dimensional” and “attractive”). At the same time, the fourth step conducted a survey of the individual groups for the conjoint analysis on the functional characteristics of a mobile phone. The analysis of the accumulated data obtained from all the feature groups was completed using conditional logit models as part of the fifth step. In addition, the “must-be” CBC design was linked with the “one-dimensional” and “attractive” CBC designs. The sixth step was to analyze the accumulated results obtained from all the feature groups and estimate the usefulness of each feature’s level in the context of the CBC. Based on the results of the sixth step, the importance and willingness-to-pay of each attribute were estimated in the seventh step.

Findings

Use of the conjoint important score is aimed to expand the market by finding the different consumers’ needs across the regions. In detail, attributes such as “FM Transmitter”, “Touch screen” and “Health (heart rate)” are considered consumers’ new crucial needs in Europe, which would enable the product to superiorly differentiate itself from others to dominate the current market. On the other hand, it is shown that attributes such as “brand”, “mobile TV”, “external memory”, “mobile tracker” and “4G” are more important in Asia-Pacific. Therefore, if mobile manufacturers develop this sector more, it will grant mobile manufacturers the opportunity to lead the market. The only difference of the Middle East and African consumers is that “NFC” has a higher importance while the rest of the needs are very similar to those of Asia-Pacific. Regarding willingness-to-pay (WTP) among countries, the highest scoring utility, besides brand, appeared to be associated with the camera function in all countries. Especially, relatively low utility value was given in Wi-Fi and File-editer, MMS, LCD size and Phone type. In a value-based approach, the price of a product is based on the perceived valuation by the target customers. The research in the field of pricing is of ample importance. This is because price is the only element of the marketing mix that generates income. All other elements, such as advertising and promotion, product development, selling effort, distribution and packaging, involve expenditures (Monroe, 2003). Regarding among regions, the needs for 3G and the internet-related feature (WAP, Wi-Fi, etc.) in the emerging market are low compared to those for 4G and internet-related feature in the mature market. Also, the needs for productivity and advanced features, such as camera and e-mail, are lower in Asia-Pacific than in Europe. It is therefore recommended that manufactures and marketers of mobile phones should consider producing and selling phones with modern technology features that are more durable and of highly quality.

Research limitations/implications

The integrated hierarchical survey by function with the Kano model proves to be a highly useful, efficient and accurate methodology for understanding a consumer mobile phone behavior. Although the proposed method was applied to designs of mobile phones in the emerging and mature markets, its accuracy was not compared with the traditionally used methods such as CBC, adaptive conjoint analysis and hybrid method. This is left for further areas of research.

Practical implications

The results of this research study correspond with previous studies conducted (Pakola et al., 2010; Das, 2012; Malaasi, 2012, 2008; Dziwornu, 2013), which consider the features of mobile phone as a crucial factor in consumer buying decision in all countries. It is significant that this study made huge impact on mobile phone manufacturers in several ways. It has been converted into product development with consumer-oriented approach. The pricing policy has been changed from cost-based pricing into value-based pricing; and marketing strategy has been changed from an unsystematic function into a systematic and consistent one.

Originality/value

The proposed method with the Kano model proved to be a practical and efficient tool for decision-making, as it helped mobile manufacturers to better understand how customers evaluate and perceive quality attributes. The Kano model was used to explain how the quality attributes can be classified into mainly three categories of perceived quality: “must-be”, “one-dimensional” and “attractive”. It has lots of benefits in terms of cost and time reduction and is expected to bring a great effect into the industrial field.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 20 no. 2
Type: Research Article
ISSN: 1471-5201

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Article
Publication date: 15 June 2012

Ajax Persaud and Irfan Azhar

Smartphone adoption by consumers is increasing exponentially, and presents marketers with many new opportunites to reach and serve customers. However, are consumers ready…

Abstract

Purpose

Smartphone adoption by consumers is increasing exponentially, and presents marketers with many new opportunites to reach and serve customers. However, are consumers ready for mobile marketing through their smartphones? This study aims to investigate consumers' willingness to accept marketing through their smartphones.

Design/methodology/approach

The study is based on an online survey of 428 respondents. The data is analyzed through ANOVA and regression analysis.

Findings

The results indicate that consumers' shopping style, brand trust, and value are key motivations for engaging in mobile marketing through their smartphones. Further research should focus on specific tactics marketers use to engage customers beyond marketing messages, that is, how they engage customers in dialogue to build relationships, encourage purchases and build loyalty. This could reveal how customers really want to engage in mobile marketing.

Research limitations/implications

This research adds to the growing body of evidence on acceptance of mobile marketing.

Practical implications

This study found that successful enagement of customers in mobile marketing requires that marketers focus their strategies and tactics around value creation; getting customers to engage with their brand in an authentic way; and respecting customers' shopping style, i.e. engaging customers the way they want to be engaged. Marketers must listen to their customers and develop appropriate strategies rather than simply adapting existing marketing strategies.

Originality/value

The topic of mobile marketing through smartphones is important to both marketing executives and marketing researchers. To date, this topic has attracted little research attention and marketing executives are simply basing their decsions on anecdotal case studies and reports in the popular press. This study contributes to fulfilling the need for research evidence.

Details

Marketing Intelligence & Planning, vol. 30 no. 4
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 1 June 2010

Luca Petruzzellis

The main research question of the paper is to determine whether technology nowadays is overcome by customer preferences and needs. In particular, the role of the brand is…

Abstract

Purpose

The main research question of the paper is to determine whether technology nowadays is overcome by customer preferences and needs. In particular, the role of the brand is to be analysed with respect to its influence in shifting customer preferences from the technical performances (tangible elements) to the emotional/symbolic ones (intangible elements).

Design/methodology/approach

Consumer behaviour was analysed by interviewing a random (but well stratified) sample of mobile phone users in order to study their consumption style and the motivations underlying the buying process in order to understand, on the one hand, the variables that influence people in the usage of mobile phones and, on the other, those that influence firms in launching new products, both from a technological point of view and from a marketing one.

Findings

The findings show various dimensions that are relevant in consumer minds when considering decisions regarding technological products. Brand attitudes do relate positively to consumer intention to use (purchase) specific mobile phones over others.

Research limitations/implications

The study, though exploratory, has underlined the importance of brand and the dualism between marketing and technology in the adoption and diffusion of technological products. Certainly, the analysis has some limitations, but it provides an initial perspective into understanding brand issues. Future research should focus on the effects of the cooperation between mobile operators and mobile manufacturers.

Originality/value

This paper provides an analysis of the brand attitude and perception tested and viewed through user eyes.

Details

European Journal of Marketing, vol. 44 no. 5
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 3 August 2010

Hande Kımıloğlu, V. Aslıhan Nasır and Süphan Nasır

This paper aims to discover consumer segments with different behavioral profiles in the mobile phone market. For this purpose, it seeks to analyze the decision‐making…

Abstract

Purpose

This paper aims to discover consumer segments with different behavioral profiles in the mobile phone market. For this purpose, it seeks to analyze the decision‐making criteria of 302 mobile phone consumers in Turkey and cluster the sample meaningfully into four behaviorally different groups.

Design/methodology/approach

Factor analysis is conducted on 32 different attributes to which consumers attach importance in purchasing a mobile phone. Nine major decision‐making criteria emerge from this analysis. These criteria are used for segmenting this consumer market into four behavior clusters, namedly as pragmatic, abstemious, value‐conscious, and charismatic.

Findings

Pragmatic consumers are found to give high importance to the functional, physical and convenience‐based attributes of the product. The abstemious group also gives importance to functionality along with design. While value‐conscious consumers focus strongly on price, the charismatic segment represents the want‐it‐all group valuing many attributes such as technological superiority, practicality, durability, functionality, and design. The study also includes findings and discussions about the differences these clusters display in terms of their involvement and loyalty styles.

Research limitations/implications

High‐tech products such as mobile phones are becoming indispensable in people's lives; thus leading to a high‐involvement decision‐making process. It is crucial for marketers of these products to understand behaviorally different consumer segments that show significant variations in their decision‐making criteria for such products, and approach them accordingly.

Originality/value

The study applies cluster analysis as a behavioral segmentation tool in a high‐technology product market and successfully identifies four distinct consumer groups with alternative decision‐making styles.

Details

Journal of Consumer Marketing, vol. 27 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

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Article
Publication date: 19 June 2007

Anne Martensen

The purpose of this paper is to examine tweens' (8‐12 year‐olds) satisfaction with and loyalty to their mobile phones and the relationship between these.

Abstract

Purpose

The purpose of this paper is to examine tweens' (8‐12 year‐olds) satisfaction with and loyalty to their mobile phones and the relationship between these.

Design/methodology/approach

Based on literature studies, hypotheses about tweens' satisfaction with and loyalty to their mobile phones are developed. A survey in Denmark forms the empirical basis for the study, and the hypotheses are tested and discussed.

Findings

The results indicate that tweens are far more satisfied with their mobile phones than adults are and that the mobile phones fulfill children's expectations to a much higher degree. Still, brands are not able to turn tweens into loyal customers who will recommend their mobile phones to friends. Tweens' loyalty is lower than what is experienced for adults and the relationship between satisfaction and loyalty is very weak.

Research limitations/implications

This study is limited to the mobile phone market. The low degree of loyalty in this market may not necessarily be the case in other markets. However, it is believed that many of the arguments share such generic characteristics that they are transferable to other product areas. Another limitation is that this study is based on a survey in Greater Copenhagen in Denmark. Therefore, the results can be influenced by a city effect.

Practical implications

The paper presents findings, which are useful for mobile phone marketers' marketing strategy and promotional plans towards tweens.

Originality/value

The study combines tweens, mobile phones, and customer satisfaction and loyalty theory. Findings on this combination have not been published previously. However, the combination is important due to the growing mobile phone penetration among tweens and the fast development of mobile phones and telecommunication services.

Details

Young Consumers, vol. 8 no. 2
Type: Research Article
ISSN: 1747-3616

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Article
Publication date: 10 May 2021

Kwame Owusu Kwateng, Amina Lambert Yobanta and Kofi Amanor

This study sought to examine the differential effect of brand quality and brand prestige on brand purchase intentions of mobile phones by students in Ghana. The study also…

Abstract

Purpose

This study sought to examine the differential effect of brand quality and brand prestige on brand purchase intentions of mobile phones by students in Ghana. The study also examined the moderating role of network effect, system quality and self-efficacy on the relationship between brand quality and prestige on purchase intentions.

Design/methodology/approach

A quantitative research approach was adopted with data collection executed through the application of a questionnaire that was self-administered. A total of 518 completed questionnaires received from the respondents were used for the analysis. Statistical analysis was pursued using a sequential analytical procedure concentrating on purchasing intentions or actual purchases with respect to the choice of mobile phone brands.

Findings

The findings indicate that the network externality, system quality and self-efficacy can stimulate the choice of mobile phone brands. The moderating effect of network externality, self-efficacy and system quality were found to be mixed.

Practical implications

Mobile phone companies should skew their investments toward improving the quality of the brand whiles developing effective marketing and differentiation strategies to enhance the brand image and create prestigious brands.

Originality/value

This paper provides researchers with a contemporary perspective toward understanding the key factors that guide students to have informed purchase intentions and enable mobile phone companies to evaluate their strategies

Details

Journal of Contemporary Marketing Science, vol. 4 no. 1
Type: Research Article
ISSN: 2516-7480

Keywords

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