Exploring motives behind Generation Y’s smartphone purchase
Exploring motives behind Generation Y’s smartphone purchase
Author(s): Nkosivile Welcome Madinga, Hilda Bongazana DondoloSubject(s): Socio-Economic Research
Published by: ТОВ “Консалтингово-видавнича компанія “Ділові перспективи”
Keywords: smartphones; perceived quality; social influence; technical features; Generation Y;
Summary/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.
Journal: Problems and Perspectives in Management
- Issue Year: 16/2018
- Issue No: 1
- Page Range: 284-291
- Page Count: 8
- Language: English