The influence of life style, locus of control on cellular phone purchasing behavior

• Main Authors: Chang Wei-Hao, 張偉豪
• Other Authors: Wang I-Zen
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/95462682462007416245

碩士 === 國立嘉義大學 === 管理研究所 === 91 === The way of consumers’ communication has been changed. The demand of cellular phone increases day by day. In the other way, more and more manufactures of cellular phone join this market that make the cellular phone market competitive. So, how to win the large market share is an important lesson. Appropriate market segmentation can create powerful market force and needs of consumer. In this study, how to seg-ment this market effectively and provide different marketing strategies, in order to meet the consumers’ demand, even create the demand is an important issue for these enterprises. Therefore, the research studies the consumer behaviors on cellular phone users, and emphasizes the factors of psychology and personality (e.g., life style, locus of control), except general demographic characteristics. The research use question-naire survey, the 312 cellular phone users, including 40’, 50’, 60’ and 70’, answered the scale. Cluster analysis showed that there are four clusters in the cellular phone market, “rational purchase”, “conventional purchase”, “impulsive purchase” and “fashion autonomy”, included. Cross analysis also found that life style was an effec-tive criterion for this market segmentation. However locus of control wasn’t. Finally, suggestions of marketing strategies for different segmentations were provided.