Gender-based behavioural segmenting of the cellphone youth market
by Matti J. Haverila; Kai C. Haverila; Caitlin McLaughlin
International Journal of Business Excellence (IJBEX), Vol. 23, No. 1, 2021

Abstract: The purpose of this study is to investigate the existence of behavioural segments (clusters) among youth regarding the cellphone communication market in Finland. Specific cellphone behaviours are used as a cluster variate. The cellphone behaviours used are: 'necessity of modern times', 'cost efficiency', 'safety/security', 'dependency', 'negatives' and 'functionality', per Aoki and Downes's (2003) research on cellphone use. Separate behavioural clusters were devised for both males and females on the basis of the behaviours. Four unique behavioural clusters among the male respondents ('middle of the road', 'feature freaks', 'all important', and 'minimalists') and three unique behavioural clusters among the female respondents ('dependents', 'advanced users', and 'cost matters') were detected. Each cluster had a unique group of benefits sought, with no overlapping clusters between genders. After these clusters were identified they were then profiled using age, gender and the behavioural variables as profilers. This research serves to help market researchers and cellphone producers alike better understand how and why cellphones are used in the youth marketplace.

Online publication date: Mon, 21-Dec-2020

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Excellence (IJBEX):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com