Students on mobile phone market – price/cost aspects of their behavior
Students on mobile phone market – price/cost aspects of their behavior

Summary/Abstract: The purpose of the publication is to find some cost/price characteristics of a young customer behavior on mobile phone market: perception of price fairness, price consciousness and non-price costs of online channel usage. In author’s research, the scenario approach was applied. The study was conducted on a sample of345 consumers (students of business studies), purposeful selection due to the age of the respondents and their lack of financial independence on the market. The study refers to telecommunications services at the stage of post-purchase service. Study results indicate following aspects: high level of satisfaction and loyalty, positive price fairness perceptions, high price consciousness, relative high concern about anonymity in online channel and perceived need to re-contacts on the same subject. Managerial implications: marketing communications strategy directed to this target group based on price transparency (clear price-based communications), well-coordinated channels that provide similar prices and products in order to avoid customer’s confusion and frustration, better functionality of websites in order to ensure customers about their network security and online service effectiveness. Social implications: better understanding of consumers, who are not yet financially independent on the market(contract with the operator signed for them their parents / guardians).

• Details
• Contents