Positioning Generation Y for effective mobile communication: The case of three cities in India
Positioning Generation Y for effective mobile communication: The case of three cities in India

Summary/Abstract: India is the second largest mobile phone market after China in terms of number of handsets sold as the usage has increased exponentially in the country. Indian mobile users have high disposable income and young consumers known as Generation Y primarily uses the phone as they are very tech-savvy. Using the theory of reasoned action, that suggests that individuals’ attitudes and subjective norms are related to behaviour. We have developed three research questions pertaining to characteristics of Generation Y and their mobile usage. In total, 10 Focus Group Discussions (FGD) with 70 participants from different segments of the market were conducted in major leading cities of Ahmedabad, Mumbai and Bangalore as these cities have recorded 4.17 crore, 5.12 crore and 3.8 crore mo-bile phone users respectively. Preliminary findings indicate that Generation Y aspires to become independent. They have materialistic and social aspirations. They spend more time with friends and peers than their family. They access multiple media simultaneously such as TV, print, and mobiles. Mobile phones are very close to their heart as it is an extension of their personality. They prefer to communicate on the virtual platform via mobile phone. The findings imply that Generation Y has moved from conspicuous to subtle and hedonic expression. This research study provides a detailed understanding of nuances and char-acteristics of attitudes and intended behaviour of Generation Y.

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