Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
556923 | Telecommunications Policy | 2007 | 16 Pages |
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.
Related Topics
Physical Sciences and Engineering
Computer Science
Information Systems
Authors
Clelia Mazzoni, Laura Castaldi, Felice Addeo,