Age-based marketing practices and young people as economic actors in the mobile telephony market in Provincial Vietnam (original) (raw)
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VALUE CATEGORIES DETERMINING THE INFLUENCE OF MOBILE OPERATOR ADVERTISING ON YOUNG PEOPLE
Lyubomira Spasova
The impact of advertisings of mobile products and services on young generations is essential in the context of rational application of mobile communication. The aim of the study is to determine the extent to which the activation of values from the categories of universalism, self-direction and stimulation under the influence of advertising, leads to increased consumer interest in the products and services of mobile operators. The researcher tries to study the manifestations of some elements of the value system, which are the focus of advertisements of mobile operators, as well as the extent of their impact on customer interest. The Schwartz Method for research of values is applied, through a direct structured group survey among respondents aged 18 to 25 in three Bulgarian cities - Sofia, Plovdiv and Stara Zagora for the period 2019 - 2020. The results show that the values contained in the categories of universalism, self-direction and stimulation in the value system of young people, activated through advertising messages corresponding to these values, affect to varying degrees the consumer interest in products and services of mobile operators. It is established that the activation of the values from the category of self-direction has a significantly stronger impact on consumer interest, compared to the activation of the values from the categories of stimulation and universalism. Advertising messages strongly activate consumer interest in the value of "self-direction" - freedom and creativity; for the value "stimulation" - change and diversity; for the value "universalism" - environmental protection. Therefore, the promotion of these value categories through advertising carriers of mobile operators can lead to their manifestation, stimulation, as well as lasting formation, as young users of mobile products and services aged 18 to 25 are in the period of building the lasting attitudes, values and persuasions of the individual and any manifestation of any of the value categories and subcategories is essential for the achievement of commercial goals. All this leads to the conclusion of achieving a successful impact of the advertisements of mobile operators, in which the different value categories are present, as well as a desire to use more mobile products and services after the impact. Keywords: advertising, value categories, consumer behavior.
Globalization has brought the need for companies to seek to better understand their consumers and, in particular, how they decide to buy. In this context, the family is the most relevant consumer unit for marketing managers. In that context, it is urgent to understand important cultural dimensions, such as the distance of power and individualism-collectivism that need further investigation in its application to the study of consumer behavior. Furthermore, the study of the family merits continued and more in-depth attention, in particular as regards the participation of its members and the extent of such participation in decisions to purchase products which currently have a high demand, such as mobile phone for his own use.In these, the role of the adolescent is not properly explained, having often been devalued or relegated. The adolescent tend to have a higher knowledge than his parents, which can constitute an important resource in his participation in those purchases, when comparing with their parents. Furthermore, technological products for family use and for adolescents' use have not yet been adequately researched. The main objective of this research is to examine the influences of the national cultural constructs of individualism-collectivism and distance of power, and the effects of consumer socialization on the purchase of a mobile phone for adolescent' use, comparing the mother' and adolescent' perceptions on the adolescent' influence on that decision. A quantitative research method is utilized in high schools in Lisbon district, Portugal. 3,600 questionnaires were delivered in classrooms during May 2018. Adolescents' students, aged 12 to 19 years, were instructed to fill their questionnaires in the classroom (a total of 1,800 questionnaires) and to deliver the remaining 1,800 questionnaires to their mothers and to return them, fully completed, some days later. Finally, the questionnaires were collected from the high-schools during May 2018. This resulted in a total of 726 questionnaires by mothers and 726 by adolescents. This meant a total of 1,452 validated questionnaires. Results of logistic regression analysis point to power distance, internet influence, and television influence, as the main purchase explanatory variables. We can also find in the results a significant similarity of perceptions between the mother and the adolescent with regard to the participation that he has in the purchase decision under study. Despite this, it is also important to conclude that there are differences in the importance of including some variables depending on the family member surveyed. Here, from the adolescent' perspective, the parents' socio-oriented communication style,and the type of family are variables that contributes to explaining his/her influence on the purchase of mobile phones for personal use. When parents have a higher socio-oriented communication style, adolescent' will show higher influence on the purchase of mobile phone. On the other side, in single-parent families adolescent' will exert higher levels of influence than those in traditional families. Several contributions are made to this knowledge area. Firstly, the relevance of including the adolescent in purchases for his own use is reinforced. Second, when considering mobile phone, marketing managers should direct their efforts to those adolescents who live in small power distance cultures,and to those adolescents who are more influenced by internet and television.Those results are innovative in this field of knowledge. The present research contributes significantly to the companies by allowing to conclude that the adolescent has an active participation on family purchase decisions. Having the adolescent relevant role on those decisions, it is important that marketers focus their efforts on his satisfaction.Comparing the mother' and adolescent' perceptions on the adolescent' influence on that decision allows us to reinforce those contributions