Consumer behavior in the Italian mobile telecommunication market

Clelia Mazzoni, Laura Castaldi and Felice Addeo

Telecommunications Policy, vol. 31, issue 10-11, 632-647

Abstract: 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.

Keywords: Mobile; phone; Telecommunications; Market; segmentation; Consumer; behavior; Italy (search for similar items in EconPapers)
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