Title: Income as a determinant of the acquisition of cellular products and services by tertiary students

Authors: Antonie Drotsky, David Benjamin Janse Van Rensburg, Johan W. De Jager

Addresses: Department of Marketing, Logistics and Sport Management, Tshwane University of Technology, Pretoria, South Africa. ' Department of Marketing, Logistics and Sport Management, Tshwane University of Technology, Pretoria, South Africa. ' Department of Marketing, Logistics and Sport Management, Tshwane University of Technology, Pretoria, South Africa

Abstract: Cellular phones are not seen as a luxury for a select few but have become a necessity for every person and obtained for a multitude of reasons (Mutula, 2002). Students, similar to other consumers, use and consume cellular communication products and services. Profitable opportunities exist should products and services be developed to meet the specific expectations and requirements of the student cellular communication market. One element that has an influence is their available income. Information on the influence of income can help cellular telecommunication ventures to develop marketing plans for the student market. The purpose of this study was to determine whether there were any differences between high- and low-income group students in their selection of a cellular phone brand or network operator. Two hypotheses were set to determine if there would be any significant differences between the two income groups once independent decision making was possible.

Keywords: students; cell phones; network operators; incomes; cellular telecommunications industry; mobile phones; higher education; student market.

DOI: 10.1504/IJBEX.2009.024453

International Journal of Business Excellence, 2009 Vol.2 No.3/4, pp.360 - 373

Available online: 04 Apr 2009 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article