Exploring motives behind Generation Y’s smartphone purchase-Reference-Cited by-同舟云学术

Exploring motives behind Generation Y’s smartphone purchase

Published:2018-03-16 Issue:1 Volume:16 Page:284-291
ISSN:1727-7051
Container-title:Problems and Perspectives in Management
language:
Short-container-title:Problems and Perspectives in Management

Author:

Welcome Madinga Nkosivile¹^ORCID,Bongazana Dondolo Hilda²

Affiliation:

1. Ph.D. Сandidate, AAA School of Advertising, Department of Integrated Marketing Communication, Faculty of Marketing, Cape Town Campus

2. Dr., Department of Integrated Communication, Faculty of Humanities, Tshwane University of Technology

Abstract

Considering the increase in smartphones, it becomes important to understand why people buy them. The purpose of this paper is to examine Generation Y’s motives behind smartphone purchases. The study made use of a qualitative research paradigm. Focus group interviews were selected as the method of data collection. Focus group members ranged from seven to ten. A total of 81 (N = 81) South African Generation Y were interviewed. The findings indicate that Generation Y consider quality and technical features when buying smartphones. Additionally, this study also observed that this cohort is status conscious and easily influenced by their friends when making purchase decisions.

Publisher

LLC CPC Business Perspectives

Subject

Strategy and Management,Business and International Management,General Business, Management and Accounting,Information Systems and Management,Law,Sociology and Political Science,Public Administration

Link

https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/10121/PPM_2018_01_Madinga.pdf

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