Consumer behavior in the Italian mobile telecommunication market

Authors:
Clelia Mazzoni;Laura Castaldi;Felice Addeo
Affiliations:
Department of Strategic Management and Quantitative Methodologies, Second University of Naples, Corso Gran Priorato di Malta, 81043 Capua, Caserta, Italy;Department of Strategic Management and Quantitative Methodologies, Second University of Naples, Corso Gran Priorato di Malta, 81043 Capua, Caserta, Italy;University of Salerno, Via Ponte don Melillo, 84084 Fisciano, Salerno, Italy
Venue:
Telecommunications Policy
Year:
2007

Citing 0
Cited 9

Factors affecting the present and future use of mobile data services: comparing the Dutch, Finnish and Greek markets

International Journal of Mobile Communications
The diffusion of mobile data services and applications: Exploring the role of habit and its antecedents

Telecommunications Policy
Consumer lifestyles: alternative adoption patterns for advanced mobile services

International Journal of Mobile Communications
What makes consumers use VoIP over mobile phones? Free riding or consumerization of new service

Telecommunications Policy
From the outside in: Consumer anti-choice and policy implications in the mobile gaming market

Telecommunications Policy
Lifestyle orientations and the adoption of Internet-related technologies in Taiwan

Telecommunications Policy
Me, myself and my mobile: A segmentation of youths based on their attitudes towards the mobile phone as a status instrument

Telematics and Informatics
An attitude-based latent class segmentation analysis of mobile phone users

Telematics and Informatics
Mobile customer segmentation based on smartphone measurement

Telematics and Informatics

Quantified Score

Hi-index	0.00

Visualization

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.