Attributes that influence generation-Y consumers in their choice of Smartphone

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dc.contributor.advisor Goldman, Michael en
dc.contributor.postgraduate Jainarain, Raven en
dc.date.accessioned 2013-09-07T19:24:00Z
dc.date.available 2013-04-30 en
dc.date.available 2013-09-07T19:24:00Z
dc.date.created 2013-04-30 en
dc.date.issued 2013-04-30 en
dc.date.submitted 2013-02-23 en
dc.description Dissertation (MBA)--University of Pretoria, 2013. en
dc.description.abstract Smartphone adoption is occurring at an exponential rate with a user base far exceeding that of traditional mobile phones. Previous literature has identified various points of usage across demographics such as age, gender, income and nationality, however little of this is with regards to Smartphone attributes. Furthermore, generational change has provided a gravitational shift in the application of marketing techniques, as Generation-Y is a generation unlike any other, where traditional techniques are more hit and miss than targeted. A deeper understanding as to how antecedent decision-making is performed via the influence of Smartphone attributes upon Generation-Y’s choice of those phones is required. This research assists in the filling of these gaps by presenting findings in a holistic view of Generation-Y’s Smartphone attribute preferences as well as perceptions among South African business users. This paper seeks to add insight by unpacking the needs of the Generation that will soon be the largest consumer group in history - Generation-Y. Self Explicated Conjoint Analysis provides insights into attribute ranking and level of influence of specific attributes. Factor analysis extracts the salient factors of influence by Generation-Y consumers when choosing a Smartphone. Further to this, managerial implications, future work and limitations of this study for theory and practice are presented. en
dc.description.availability unrestricted en
dc.description.department Gordon Institute of Business Science (GIBS) en
dc.identifier.citation Jainarain, R 2012, Attributes that influence generation-Y consumers in their choice of Smartphone, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/30607 > en
dc.identifier.other F13/4/178/zw en
dc.identifier.upetdurl http://upetd.up.ac.za/thesis/available/etd-02232013-105525/ en
dc.identifier.uri http://hdl.handle.net/2263/30607
dc.language.iso en
dc.publisher University of Pretoria en_ZA
dc.rights © 2012 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. en
dc.subject UCTD en_US
dc.subject Attribute en
dc.subject Smartphone en
dc.subject Self explicated conjoint analysis en
dc.subject Branding en
dc.subject Generation-y en
dc.title Attributes that influence generation-Y consumers in their choice of Smartphone en
dc.type Dissertation en


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