Positioning Generation Y for Effective Mobile Communication: The case of three cities in India

Varsha Jain () and Saumya Pant ()
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Varsha Jain: Integrated Marketing Communication, MICA, Shela, Ahmedabad – 380058, India
Saumya Pant: Globalization, Mass Communication Strategies, Innovative Research Methodologies, MICA, Shela, Ahmedabad – 380058, India

Transnational Marketing Journal, 2015, vol. 3, issue 1, 1-25

Abstract: India is the second largest mobile phone market after China in terms of number of handsets sold also, usage has increased exponentially in the country. Indian mobile users have high disposable income and young consumers known as Generation Y primarily uses the phone and are very tech-savvy. Using the theory of reasoned action, which suggests that individual attitude and subjective norms and related to behaviour. We have developed three research questions pertaining to characteristics of Generation Y and their mobile usage. In total, 10 Focus Group Discussions (FGD) with 70 participants from different segments of the market were conducted in major leading cities such as Ahmedabad, Mumbai and Bangalore as it has 4.17 crore, 5.12 crore and 3.8 crore mobile phone users respectively. Preliminary findings indicate: Generation Y aspires to become independent. They have materialistic and social aspirations. They spend more time with friends and peers than their family. They access multiple media simultaneously such as TV, print, mobiles etc. Mobile phones are very close to their heart as it is an extension of their personality. They prefer to communicate on the virtual platform via mobile phone. The findings imply that Generation Y has moved from conspicuousness to subtle and hedonic expression. This research study provides a detailed understanding of nuances and characteristics of attitudes and intended behaviour of Generation Y.

Keywords: Generation Y; mobile marketing; mobile communication; qualitative study and India (search for similar items in EconPapers)
Date: 2015
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