Should We Segment the Mobile Phone Market in Case of the Romanian Teenagers?
Should We Segment the Mobile Phone Market in Case of the Romanian Teenagers?

Summary/Abstract: The aim of this paper is to create segments of the teenagers in the Romanian mobile phone market. Based on the literature we raised and answered this question: Is at useful to segment the mobile phone market in case of Romanian teenagers using the variables from the Technology Acceptance Model? In order to investigate the variables from the TAM model as possible segmentation variables, we used the SPSS statistical program performing the factor analysis to reduce the number of variables, cluster analysis for the segmentation, discriminant analysis, Chi-square test and ANOVA-test for the validation of the results. We found four factors accordingly to the simplified TAM model, and these compressed variables have defined four segments. Each segment can be characterized by a set of significant, mostly behavioral variables. An extensive set of findings that can be useful both for researchers and practitioners is provided afterwards and supplemented with implications and concluding remarks for both the academia and the industry.

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