Thanika Devi Juwaheer, Indeeren Vencatachellum, Sharmila Pudaruth, Deeerajen Ramasawmy and Yasodaree Ponnusami, University of Mauritius, Mauritius
Purpose: This paper explores the various factors which impact on the selection of mobile phones among young customers. The various constructs such as branding, pricing, mobile phone features, lifestyle, and demographic variables such as age group and gender have been conceptualised into an integrated framework to investigate the factors which can affect the selection of mobile phones. It also investigates the relative significance of these factors in determining the selection of mobile phones in Mauritius.
Design/methodology/approach: This paper reviews the determining factors impacting on the selection of mobile phones among young customers. It reports the empirical findings of a customer survey on the various factors impacting on the selection of mobile phones by the questionnaire method. The Mobile Phone Selection Model (MOPSM) is further validated through a survey instrument administered to 150 young mobile phone users. The questionnaires were further processed and analysed with the statistical programme SPSS, via descriptive and inferential analysis.
Findings: Theanalysis has revealed that young customers have identified pricing as a key determinant when selecting mobile phones. The results also suggest that top-of-mind awareness and perceived brand value are key factors contributing to mobile phone selection. Mobile phone features and young consumers’ lifestyles also impact on mobile phone selection. Further examination of the inferential analyses has revealed that significant relationships exist between mobile phone selection and the demographics of the young consumer segment.
Practical implications: The various players in the mobile phone industry should attract young customers through an appealing pricing strategy. They should also focus on attractive mobile phone features and the creation of brand awareness, since these two constructs are highly influential among young customers selecting mobile phones in Mauritius.
Originality/value: The studyis a pioneer work in the field, as Mauritius is still a developing nation. Yet it serves as a roadmap for marketing managers and policy makers to identify the determining factors impacting on mobile phone selection among young customers in similar contexts.
Keywords: Determining factors, Mobile phone selection, Young customers, Mauritius