An Empirical Analysis of Use Motives: Implications for Segmenting Mobile Phone Consumers in Bangladesh

Saadia Shabnam and Nazrul Islam
Additional contact information
Saadia Shabnam: Saadia Shabnam, Assistant Professor, Department of Business Administration, East West University, 43, Mohakhali, Dhaka, Bangladesh. E-mail: saadiashabnam79@yahoo.com
Nazrul Islam: Nazrul Islam, Professor & Dean, Faculty of Business Administration, Eastern University, Dhanmondi, Dhaka, Bangladesh. E-mail: nazrulku@gmail.com

Management and Labour Studies, 2014, vol. 39, issue 1, 19-30

Abstract: The tremendous increase of the use of mobile phones in Bangladesh by the young users has expanded the cellular phones market that has also attracted the attention of the foreign investors. This article attempts to investigate underlying sets of consumer motives for using cellular phones in Bangladesh. A primary survey was conducted among 157 young Bangladeshi mobile phone users aged from 20 to 30 years reside in Dhaka city. Structured questionnaire was used to interview the respondents. Factor analysis was conducted to identify the factors for using cellular phones in Bangladeshi young mobile phone users. Results show that there are five important factors that are considered by the Bangladeshi young mobile phone users. The factors are concerned with value added services, social connectivity, connection with the family, obtaining information on foreign education and facing emergency situation. This study also identified five different patterns of possible segmentation of cellular phone users that is, conscious, connective, communicative, continental and contingent and constitute the basis for strategic positioning.

Keywords: Mobile phone; users’motives; consumer choices; segmentation (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/0258042X14535163 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:manlab:v:39:y:2014:i:1:p:19-30

DOI: 10.1177/0258042X14535163

Access Statistics for this article

More articles in Management and Labour Studies from XLRI Jamshedpur, School of Business Management & Human Resources
Bibliographic data for series maintained by SAGE Publications ().