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Author
Bondos Ilona (Uniwersytet Marii Curie-Skłodowskiej w Lublinie)
Title
Students on Mobile Phone Market - Price/Cost Aspects of Their Behavior
Studenci na rynku telefonów komórkowych - aspekty ich zachowania w kontekście ceny/kosztów
Source
Handel Wewnętrzny, 2017, nr 3 tom 2, s. 255-264, tab., rys., bibliogr. 28 poz.
Keyword
Studenci, Zachowania konsumenta, Rynek telefonii komórkowej, Cena produktu
Students, Consumer behaviour, Mobile network market, Product price
Note
JEL Classification: M31, L81
streszcz., summ., rez.
Skrót tego referatu zaprezentowano i opublikowano w materiałach pokonferencyjnych Międzynarodowej Konferencji MakeLearn&TIIM roku 2017.
Abstract
Celem publikacji jest znalezienie cech zachowania młodego klienta w aspekcie kosztów/cen na rynku telefonów komórkowych: percepcja godziwości ceny, świadomość cenowa i pozacenowe koszty korzystania z kanału online. W autorskim badaniu zastosowano podejście oparte na scenariuszu. Badanie przeprowadzono na próbie 345 konsumentów (studenci kierunków biznesowych), dobór celowy ze względu na wiek respondentów i ich braku niezależności finansowej na rynku. Badanie dotyczy usług telekomunikacyjnych na etapie obsługi posprzedażowej. Wyniki badania wskazują następujące aspekty: wysoki poziom satysfakcji i lojalności, pozytywna percepcja godziwości ceny, wysoka świadomość cenowa, relatywnie wysoka troska o anonimowość w kanale online i postrzegana potrzeba ponownych kontaktów w tej samej sprawie. Implikacje dla menadżerów: strategia komunikacji marketingowej kierowana do tej grupy docelowej oparta na transparentności cen (jasna komunikacja w kwestiach cenowych), dobrze skoordynowane kanały, które przedstawiają podobne ceny i produkty w celu uniknięcia zmieszania i frustracji klienta, lepsza funkcjonalność sieci w celu zapewnienia klientom bezpieczeństwa w sieci i skuteczności obsługi online. Implikacje społeczne: lepsze zrozumienie konsumentów, którzy nie są jeszcze finansowo niezależni na rynku (umowa z operatorem podpisywana przez ich rodziców/opiekunów). (abstrakt oryginalny)

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 of 345 consumers (students of business studies), purposeful selection due to the age of the respondents and their lack of financial independence on the market. 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 perception, 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 ensuring 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). (original abstract)
Accessibility
The Main Library of the Cracow University of Economics
The Library of Warsaw School of Economics
The Library of University of Economics in Katowice
The Main Library of Poznań University of Economics and Business
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Bibliography
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ISSN
0438-5403
Language
eng
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