Consumer behavior in the Italian mobile telecommunication market

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• 作者：Clelia Mazzoni ; Laura Castaldi ; Felice Addeo
• 关键词：Mobile phone ; Telecommunications ; Market segmentation ; Consumer behavior ; Italy
• 刊名：Telecommunications Policy
• 出版年：2007
• 出版时间：November-December 2007
• 年：2007
• 卷：31
• 期：10-11
• 页码：632-647
• 全文大小：219 K

文摘

This paper investigates the characteristics of Italian cell phone users. A multidimensional segmentation approach was adopted, using concurrently three sets of variables: consumer/user lifestyles, use motivations and product/service attributes. Data on a national sample (1067 individuals) were collected and factor and cluster analysis were then performed on the database. The study led to the identification of three user segments, each with a diverse combination of the segmentation variables. Findings provide implications for the mobile telecommunication industry and could suggest strategic choices to mobile operators—especially cell phone producers—and constitute the basis for their strategic positioning.