[DOWNLOAD] "Rural and Ethnic Young Consumers' Perceptions of Bundled Cellular Telephone Features." by Academy of Marketing Studies Journal ~ eBook PDF Kindle ePub Free

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eBook details

• Title: Rural and Ethnic Young Consumers' Perceptions of Bundled Cellular Telephone Features.
• Author : Academy of Marketing Studies Journal
• Release Date : January 01, 2008
• Genre: Business & Personal Finance,Books,
• Pages : * pages
• Size : 296 KB

Description

INTRODUCTION Executives seeking marketing strategies to retain or gain market share in the highly competitive cellular telephone business need to understand young consumers' perceptions of the importance of bundled features on the cellular telephones (phones) they sell. One approach to seek a market advantage is to segment the market to identify segments for which the product may be preferred. For example, a marketer seeking to expand cell phone business among rural and ethnic young consumers might wish to explore the environments where these populations congregate naturally: small-town universities, in particular, Historic Black Colleges and Universities (HBCU) for high concentrations of young ethnic consumer populations. The following questions might be raised: Are demographic variables in any way predictive of the bundled features young consumers perceived important? Does the combination of cellular telephone features make a difference to young consumers in rural or HBCU markets? Can pre-existing phone features present on the phones young consumers already own be used to predict their perceptions of the importance of bundled phone features? This study was conducted at two Midwestern universities, with limitations, in order to answer these and related questions.

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