Öz
In spite of having a rapid growth during the last three decades, the mobile phone handset market faces severe competition. Mobile phones, which have been complex technological products, meet more than one need and exceed the line of being only a communication tool. Especially young consumers’ needs, wants, and desires play major role in the existing severe competition among the brands and the formation of mobile phone market itself. In this regard how young consumers make their mobile phone handset decisions is concerned both from academic and industrial points of view. The purpose of this study is to determine the factors that influence the mobile phone handset choices of university students. It presents the findings from a survey carried out to the students in Kyrgyzstan-Turkey Manas University, Bishkek. The study reveals that young consumers primarily use cellular phones for internet, talk, listening to mp3 and radio, taking pictures, and wireless inter-device connections (bluetooth) and accordingly give more importance to the factors that make their phones more usable in their choices. For university students product quality, brand, price, warranty, and model as non-physical features and battery life, color screen, esthetic and appearance, screen resolution, and screen size are important factors as physical features in choosing their mobile phone handsets
Anahtar Kelimeler
Mobile phones cell phones consumer preferences consumer choice consumer behavior university students technological products marketing
Kaynakça
- BROWNLOW, M. (2012). “Smartphone statistics and market share”, April, http://www.email-marketing-reports.com/wireless- mobile/smartphone-statistics.htm. Erişim: 20/06/2012.
- CAGGİANİ, Ed (2012). Smartphone Sales Will Nearly Double PCs This Year and Reach 1.5 Billion in 2016. March 1, 2012. http://www.androidauthority.com/smartphone-sales-statistics-vs- pc-58687/. Erişim: 05/05/2015
- GAO, Zhenting (2004). “Regular Pattern & Revelation of University Student’s Mobile Phone Consumption”. Economy and Management, 8.
- GUO, Shuai (2006). “College Student Mobile Phone Market Analysis and Marketing Strategies”. Journal of Shanxi Finance and Economics University, 28(2), 57-58.
- IDC (International Data Corporation) (2012). “Worldwide Mobile Phone Market Maintains Its Growth Trajectory in the Fourth Quarter Despite Soft Demand for Feature Phones”. Press Release, 01 Feb http://www.idc.com/getdoc.jsp?containerId=prUS23297412. Erişim: 20/06/2012. 2012,
- KARJALUOTO, H., Karvonen, J., Kesti, M., Koivumäki, T., Manninen, M., Pakola, J., Ristola, A. & Salo, J. (2005). “Factors Affecting Consumer Choice of Mobile Phones: Two Studies from Finland”. http://www.haworthpress.com/web/JEM. of
- Euromarketing, 14(3), 50-82.
- LI, S. & Li, Y. (2010). “An Exploration of the Psychological Factors Influencing College Students’ Consumption of Mobile Phone in West China”. International Journal of Business and Management, 5 (9). www.ccsenet.org/ijbm.
- THE WORLD BANK (2010). Kyrgyz Republic Data 2010. http://data.worldbank.org/country/kyrgyz-republic. 04/05/2015. Access:
- ZHANG, Hong (2006). “Study on College Students’ Behavior of Mobile Phone Consumption: Taking the Means-end Chain as the Tool”. Changchun: Jilin University.
- ZHENG, Ruxia (2007). “An Analysis of Consumer Behavior and Buying Decision Factors on Cellular Phone Holders of College Students”. Telecommunications, 12(2), 22-27. of Xi’an University of Post and İnternet Kaynakları
- http 1: http://www.statista.com/statistics/263441/global- smartphone-shipments-forecast/. Erişim: 05/05/2015
- http 2: http://www.statista.com/statistics/272696/mobile- phone-shipments-worldwide-by-quarter/. Erişim: 05.05.2015.
- http 3: http://www.statista.com/statistics/237505/global- revenue-from-smartphones-since-2008/. Erişim: 05/05/2015
- http 4: http://nas.gov.kg/. Son Erişim: 05.05.2015.
- http 5: http://www.aktifhaber.com/nokia-efsanesi-tarih-mi- oluyor-590822h.htm. Son Erişim: 05.05.2015.
- http 6: http://www.statista.com/statistics/271574/global- market-share-held-by-mobile-phone-manufacturers-since-2009/. Erişim: 05/5/2015
- http 7: http://oidb.manas.kg/pdf/OGRLIST-1.pdf. Erişim: 06.06.2012.
- http 8: http://www.surveysystem.com/sscalc.htm. Son Erişim: 05.05.2015.
Mobil Telefon Tercihinde Etki Faktörleri-Kırgızistan’daki Üniversite Öğrencileri Üzerine Bir Çalışma
Öz
Mobil telefon pazarı bir yandan hızla büyürken, diğer yandan yoğun bir rekabet ile karşılaşmaktadır. Karmaşık bir ürün olan mobil telefonlar eş zamanlı olarak çok sayıda ihtiyacı karşılamakta ve yalnızca bir iletişim aracından daha fazlasını ifade etmektedir. Özellikle genç tüketiciler ve onların istek, ihtiyaç ve arzuları, hem mevcut markalar arasındaki rekabetin artmasında hem de pazarın şekillenmesinde önemli rol oynamaktadır. Bu nedenle, genç tüketicilerin mobil telefon tercih kararlarını nasıl verdikleri hem akademik hem de endüstriyel bakış açısından ilgi ve merak konusudur. Bir örnek olay incelemesi niteliğindeki bu çalışmanın amacı, üniversite öğrencilerinin mobil telefon tercih kararlarını etkileyen faktörleri tespit etmektir. Çalışma, Kırgızistan’daki bir üniversitenin öğrencileri üzerine uygulanan bir anket çalışmasından elde edilen bulguları sunmaktadır. Buna göre genç tüketiciler mobil telefonu öncelikli olarak internet, mp3 ve radyo dinleme, resim çekme ve kablosuz araçlar arasında bağlantı amacıyla kullanmakta ve buna bağlı olarak telefonlarını daha kullanışlı hale getiren unsurlara daha fazla önem vermektedirler. Üniversite öğrencileri için bir mobil telefonda fiziksel olmayan özellikler kapsamında ürün kalitesi, marka, model, fiyat ve garanti daha önemli gözükürken; fiziksel özellikler olarak estetik ve görünüm, pil ömrü, renkli ekran, ekran çözünürlüğü ve ekran büyüklüğü gibi özellikler daha önemli gözükmektedir.
Anahtar Kelimeler
Mobil telefon cep telefonu tüketici tercihi tüketici seçimi tüketici davranışı üniversite öğrencileri teknolojik ürünler pazarlama
Kaynakça
- BROWNLOW, M. (2012). “Smartphone statistics and market share”, April, http://www.email-marketing-reports.com/wireless- mobile/smartphone-statistics.htm. Erişim: 20/06/2012.
- CAGGİANİ, Ed (2012). Smartphone Sales Will Nearly Double PCs This Year and Reach 1.5 Billion in 2016. March 1, 2012. http://www.androidauthority.com/smartphone-sales-statistics-vs- pc-58687/. Erişim: 05/05/2015
- GAO, Zhenting (2004). “Regular Pattern & Revelation of University Student’s Mobile Phone Consumption”. Economy and Management, 8.
- GUO, Shuai (2006). “College Student Mobile Phone Market Analysis and Marketing Strategies”. Journal of Shanxi Finance and Economics University, 28(2), 57-58.
- IDC (International Data Corporation) (2012). “Worldwide Mobile Phone Market Maintains Its Growth Trajectory in the Fourth Quarter Despite Soft Demand for Feature Phones”. Press Release, 01 Feb http://www.idc.com/getdoc.jsp?containerId=prUS23297412. Erişim: 20/06/2012. 2012,
- KARJALUOTO, H., Karvonen, J., Kesti, M., Koivumäki, T., Manninen, M., Pakola, J., Ristola, A. & Salo, J. (2005). “Factors Affecting Consumer Choice of Mobile Phones: Two Studies from Finland”. http://www.haworthpress.com/web/JEM. of
- Euromarketing, 14(3), 50-82.
- LI, S. & Li, Y. (2010). “An Exploration of the Psychological Factors Influencing College Students’ Consumption of Mobile Phone in West China”. International Journal of Business and Management, 5 (9). www.ccsenet.org/ijbm.
- THE WORLD BANK (2010). Kyrgyz Republic Data 2010. http://data.worldbank.org/country/kyrgyz-republic. 04/05/2015. Access:
- ZHANG, Hong (2006). “Study on College Students’ Behavior of Mobile Phone Consumption: Taking the Means-end Chain as the Tool”. Changchun: Jilin University.
- ZHENG, Ruxia (2007). “An Analysis of Consumer Behavior and Buying Decision Factors on Cellular Phone Holders of College Students”. Telecommunications, 12(2), 22-27. of Xi’an University of Post and İnternet Kaynakları
- http 1: http://www.statista.com/statistics/263441/global- smartphone-shipments-forecast/. Erişim: 05/05/2015
- http 2: http://www.statista.com/statistics/272696/mobile- phone-shipments-worldwide-by-quarter/. Erişim: 05.05.2015.
- http 3: http://www.statista.com/statistics/237505/global- revenue-from-smartphones-since-2008/. Erişim: 05/05/2015
- http 4: http://nas.gov.kg/. Son Erişim: 05.05.2015.
- http 5: http://www.aktifhaber.com/nokia-efsanesi-tarih-mi- oluyor-590822h.htm. Son Erişim: 05.05.2015.
- http 6: http://www.statista.com/statistics/271574/global- market-share-held-by-mobile-phone-manufacturers-since-2009/. Erişim: 05/5/2015
- http 7: http://oidb.manas.kg/pdf/OGRLIST-1.pdf. Erişim: 06.06.2012.
- http 8: http://www.surveysystem.com/sscalc.htm. Son Erişim: 05.05.2015.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Bölüm | Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 6 Temmuz 2015 |
| Yayımlandığı Sayı | Yıl 2015 Cilt: 13 Sayı: 2 |