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A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0-9

The use of mobile phones by Generation Y students at two universities in the city of Johannesburg

Author: Eleni Koutras
Organisation: University of South Africa
Publish Date: June 2006
Country: South Africa
Sector: Technology
Theme: Youth
Type: Other publication
Language: English
Tags: Mobile phone, Generation Y, consumer behaviour, mobile phones, marketing, university students, young people, mobile phone usage

The main purpose of this study was to examine the use of mobile phones by Generation Y students in the city of Johannesburg in order to increase understanding of this segment’s consumer behaviour. Generation Y is an important market segment in that it is making more independent purchase-related decisions and has a large amount of disposable income. The primary data for this study is based on focus group interviews and a quantitative study of a sample of 200 Generation Y tertiary students.
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