Xpressions of generation y:perceptions of the mobile phone service industry in Pakistan
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Date
2010
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Emerald Group Publishing Limited
Abstract
Purpose – The purpose of this paper is to verify the consumer preference and choice behavior; also
determine the speculative low loyalty behavior of consumers belonging to generation Y sub segment –
adults (age 19-28) and their perceptions regarding various brands.
Design/methodology/approach – Data were collected from 100 university students in Pakistan
belonging to the age group 19-28 years old. The research was concentrated in the mobile phone service
sector. Data analysis was conducted using statistical analysis software SPSS.
Findings – The results indicate that stated preference set and actual choice behavior are dissimilar.
The generation Y adults sub group contra-indicates loyalty characteristics as high in a developing
market context against the established wisdom of low loyalty found in developed countries. The
perceptual maps of brands indicate no distinct personality characteristics necessitating marketers to
rethink their strategies in this service industry. Finally, this research reconciles the gap between
loyalty, stated preference and distinctiveness of brand personalities.
Research limitations/implications – One limitation pertains to the target segment of 19-28 years
old. Future research could be expanded to other demographic segments and use other products and
brands.
Originality/value – The major contribution of this paper is that it will advance theory regarding
generation-based characteristics to a less developed economy context by verifying theoretical
proposition with regard to brand preferences and revealed brand choices. Second, marketers would be
able to focus their promotions keeping in mind the perception and loyalty factors.
Description
Keywords
Pakistan, Brand loyalty, Personality, Demographics, Consumer behavior, Service industries
Citation
Asia Pacific Journal of Marketing and Logistics, Vol 23/1, pp 91 - 107