Exploring What Young Consumers Want in Cell Phones


Çalışır F. , Altın Gümüşsoy Ç.

ADVANCES IN ERGONOMICS MODELING AND USABILITY EVALUATION, pp.291-301, 2011 (Refereed Journals of Other Institutions) identifier

  • Publication Type: Article / Article
  • Publication Date: 2011
  • Title of Journal : ADVANCES IN ERGONOMICS MODELING AND USABILITY EVALUATION
  • Page Numbers: pp.291-301

Abstract

As the competition among cell-phone manufacturers becomes fierce, they give more importance for the consumers' preferences of cell phones. In this study, using data collected from a sample of 378 young consumers, we explore the most important features and factors of cell phones. The study reveals that "battery duration," "voice quality," "duration of charging," and "design image" are the most important features for young consumers. In addition, seventeen factors were derived, which accounts for 70.23% of the total variance. We conclude with recommendations for future research.