Title: Behavioural clustering of the cell phone users in various country markets

Authors: Matti J. Haverila; Kai Haverila

Addresses: Thompson Rivers University, 900 McGill Rd., Kamloops, British Columbia V2C 6N6, Canada ' John Molson School of Business, Concordia University, 1450 Guy St., Montreal, Quebec H3H 0A1, Canada

Abstract: Acknowledging Aoki and Downes (2003) cell phone behaviours, the significance of social ecological models and behavioural clustering, the existence of inter-market behavioural clusters in Finland, UAE, China, Canada and New Zealand were investigated. There were significant differences in the cell phone behaviours between the different age groups (in 19 out of 30 variables), genders (20/30) and different countries of residence (30/30) implying that these variables could be used as distinguishing variables regarding the existence of the cell phone behavioural clusters. This implies that the variables age, gender and country of residence do not efficiently discriminate the sample population in terms of the cell phone behaviour. Finally, the behavioural variables were used as the cluster variate in order to discover more viable cluster (segments) in the data set. The paper concludes with a discussion regarding the academic and managerial implications.

Keywords: mobile communication; behaviour; discriminant analysis; cluster analysis.

DOI: 10.1504/IJMC.2019.10016327

International Journal of Mobile Communications, 2019 Vol.17 No.3, pp.271 - 297

Received: 10 Jul 2017
Accepted: 11 May 2018

Published online: 28 Mar 2019 *

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