STUDY OF RELATIONSHIP BETWEEN BEHAVIOURAL CHARACTERISTICS AND DEMOGRAPHIC OF CUSTOMERS AND THEIR EXPECTED ADVANTAGES IN SMART CELLPHONE MARKET

Authors

  • Negar Mesbahi Jahromi Master of International Business Administration, Shahid Beheshti University, Tehran Teacher of Hormozgan university, Bandar-e-abbas, Iran
  • Somayeh Akhavan Darabi Department of Economic, Management and Accounting, Payame Noor University, Iran.
  • Mehrdad Bahremand Master of Business Administration, Deputy Manager, planning and Project Appraisal, Bank of Industry and Mine, Hormozgan, Iran

Keywords:

customers’ expected advantages smart cell phones, behavioural characteristics, demographic characteristics

Abstract

The aim of the present research is to study relationship between behavioural characteristics and demographic of customers and their expected advantages in smart cellphone market. The period of investigation is 2015 and its locations are cellphone stores and software and hardware repair shops in Bandar Abbas. So, 270 samples selected for analysis using questionnaire by two-phase sampling. Questionnaire contents validity studied, improved and finally confirmed by marketing and management professors in PHD degree, questionnaire reliability obtained using 0.879 Chronbach Alpha. One-way variance analysis test, Chi-squar independence Kruskal Wallis used to analyze behavioural and demographic characteristics.

15 factors selected as customer’s expected advantages include: phone vitals, longevity and durability of the phone, phone operation system, price, security, auxiliary facilities, quality, software feature, phone connectivity, memory, ease of use, the ability to capture and view photos and videos, after-sales service and processor 3 parts of market identified by cluster analysis implementation on extracted factors each part has its own characteristics. Clusters are different based on variables such as material status, employment status number and income of family members, education, loyalty and consumption; but there was not any difference between clusters in terms of sex and age.

References

Victoria K. Wells, Shing Wan Chang, Jorge Oliveira-Castro & John Pallister (2010), “Market Segmentation from a Behavioral Perspective”, Journal of Organizational Behavior Management.

Salma Mirza (2010), “The influence of Demographic factors on the choice of retail outlet selected for food and grocery purchases by urban Pakistanis”

Singh A. (2011), “Impact of demographical factors on the purchasing behaviour of the customers’ with special reference to FMCG: An empirical study”, International journal of research in commerce & management Vol.: 2, No: 3.

American Marketing Association Dictionary. Retrieved 2011-07-09. The Marketing Accountability Standards Board (MASB) endorses this definition as part of its ongoing Common Language: Marketing Activities and Metrics Project.

Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; David J. Reibstein (2010). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance. Upper Saddle River, New Jersey: Pearson Education, Inc. ISBN 0-13-705829-2. The Marketing Accountability Standards Board (MASB) endorses the definitions, purposes, and constructs of classes of measures that appear in Marketing Metrics as part of its ongoing Common Language: Marketing Activities and Metrics Project.

Dick, Alan S. and Kunal Basu (1994), "Customer Loyalty: Toward an Integrated Conceptual Framework," Journal of the Academy of Marketing Science, 22 (2), 99-113.

Jones, Michael A., David L. Mothersbaugh, and Sharon E. Beatty (2002), "Why Customers Stay: Measuring the Underlying Dimensions of Services Switching Costs and Managing Their Differential Strategic Outcomes," Journal of Business Research, 55, 441-50.

Reichheld, Frederick F. and W. Earl Jr. Sasser (1990), "Zero Defections: Quality Comes to Services," Harvard Business Review (September–October), 105-11.

Reichheld, Frederick F. (1993), "Loyalty-Based Management," Harvard Business Review, 71 (2), 64-73.

Punniyamoorthy, M and Prasanna Mohan Raj, "An empirical model for brand loyalty measurement", Journal of Targeting, Measurement and Analysis for Marketing, Volume 15, Number 4, September 2007 , pp. 222-233(12).

Reichheld, F. The Loyalty Effect 1996.

Dawes, J. "The Effect of Service Price Increases on Customer Retention: The Moderating Role of Customer Tenure and Relationship Breadth". Journal of Service Research, Vol 11, 2009.

"A longitudinal examination of Net Promoter and Firm Revenue Growth" (PDF). Journal of Marketing 71. July 2007.

P. Kotler, 'Marketing Management ' (Prentice-Hall, 7th edn, 1991).

Jacoby, J. and Chestnut, R.W., 1978, Brand Loyalty: Measurement Management (John Wiley & Sons, New York).

Uronen M (2008). Market segmentation approaches in the mobile service business, Thesis submitted for examination for the degree of Master of Science in Helsinki university of technology, Faculty of Electronics, Communications and Automation.

Amandyp Smith, (2012), “Product Differentiation and Market Segmentation as Alternative Marketing Strategies “, Journal of Marketing, Vol. 21, No. 1, pp: 3-8.

Berit S (2002). Mobiles and the Norwegian Teen: Identity, gender and class. (In: Katz, James E. / Aakhus, Mark A. (eds.): Perpetual Contact. Mobile Communication, Private Talk, Public Performance.

Kamakura W A& Mital W. (2001). Introduction to the Special Issue on Market Segmentation. Inter. J. Res. Mark. 19: 181–183.

Henry. K &Asel, B (2000). Factors Affecting Consumer Choice of Mobile Phones: Two Studies from Finland, Journal of Euro marketing, Vol. 14, No. 3, pp. 59-82.

Kuolig. R. J. &. Danah, W. J., (2000), “Integration of self-organizing feature maps neural network and genetic Kmeans algorithm for market segmentation “,Expert Systems with Applications, Volume 30, Issue 2, Pages 313-324.

قلي زاده، نبي، 1382 ،"تعيين و شناسايي معيارهاي بخش بندي بازار محصولات شوينده و پاك كننده(شامپو گلرنگ)"، پايان نامه كارشناسي ارشد رشته مديريت بازرگاني، دانشكده علوم انساني دانشگاه تربيت مدرس.

صفری ش، (1385)، طراحی و تبیین بخشبندی بازاربراساس رویکرد منافع پژوهی مصرف کننده، پایان نامه کارشناسی ارشد مدیریت بازرگانی، دانشگاه شهید بهشتی، تهران.

-بیرجندی، م (1379)، تعیین و ارزیابی معیارهای مدل منافع پژوهی خرید برای بخش بندی بازار (مورد پژوهی شامپو صحت)، پایان نامه کارشناسی ارشد مدیریت بازرگانی، دانشگاه شهید بهشتی، تهران.

-مرتضوی، سعید، آسمان دره، یاسر، نجفی شاهرودی، مهدی، علوی، سید مسلم (1390)، بخش بندی بازار گوشی تلفن همراه بر مبنای مزایای مورد انتظار مشتریان، نشریه مدیریت بازرگانی، دوره 3، شماره 8، صفحه 115- 132.

-كاتلر، فليپ و آرمسترانگ،گري، (1379)، اصول بازاريابي، (جلد اول)، ترجمه:علي پارسائيان، چاپ اول،تهران: نشر ادبستان.

-كاتلر، فليپ و آرمسترانگ، گري،(1379)، اصول بازاريابي، ترجمه: بهمن فروزنده،تهران: آتروپات.

-کشوری س .(1385)،" بخش بندی بازار خودرو پژو 206 بر مبنای متغیرها رفتاری و جمعیت شناختی در تهران، پایان نامه کارشناسی ارشد مدیریت بازاریابی، دانشگاه الزهرا، تهران.

Downloads

Published

25-09-2021

How to Cite

Negar Mesbahi Jahromi, Somayeh Akhavan Darabi, & Mehrdad Bahremand. (2021). STUDY OF RELATIONSHIP BETWEEN BEHAVIOURAL CHARACTERISTICS AND DEMOGRAPHIC OF CUSTOMERS AND THEIR EXPECTED ADVANTAGES IN SMART CELLPHONE MARKET. International Journal of Management Studies (IJMS), 2(01), 49–59. Retrieved from https://researchersworld.com/index.php/ijms/article/view/1167

Issue

Section

Articles