journal analysis, culture and cell-phone choice
TRANSCRIPT
JOURNAL ANALYSIS
CULTURE AND CELL-PHONE CHOICE
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1.0 INTRODUCTION
Cell phone and its rapid widespread growth may well be seen as one of the most
significant developments in the fields of communication and information technology over
the past two decades. The most desirable features influencing the choice of a cell phone
are identified as behaviour. Cell phones have become an important tool for everyone
from school children, teenagers, adults and elders. Nowadays, it is almost impossible to
see a person without having a cell phone. Every day the technology of cell phone
invention evolved within high capacity and the demands of it purposed function.
2.0 ANALYSIS OBJECTIVE
To achieve the objective of this analysis, some objectives were delineated as follows:
To study and understand more precisely on term and definition of consumer
behaviour, cell phone, culture and relation between both.
Be able to identify the facts from related journal and be able to foresee the
relationship and effectiveness.
Seeking to evaluate based upon relevant facts, regardless of feelings.
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3.0 TERM AND DEFINITION
Given below is the definition of the term for analysis section.
3.1 CONSUMER BEHAVIOUR
Consumer Behaviour is the study of how individuals make decisions to spend
their available resources (time, money, and effort) on consumption-related items.
It includes the study of what they buy, why they buy it, when they buy it, where
they buy it, how often they buy it, and how often they use it.
Take the simple product toothpaste. Consumer researchers want to know what
types of toothpaste consumers buy (gel, regular, striped, in a tube, with a pump);
what brand (national brand, private brand, generic brand); why they buy it (to
prevent cavities, to remove stains, to brighten or whiten teeth, to use as a
mouthwash, to attract romance); where they buy it (supermarket, drugstore,
convenience store); how often they use it (when they wake up, after each meal,
when they go to bed, or any combination thereof); and how often they buy it
(weekly, biweekly, monthly).
3.2 CULTURE
What is culture in general formed? Culture is a fuzzy set of attitudes, beliefs,
behavioural norms, and basic assumptions and value that are shared by a group of
people, and that influence each member’s behaviour and his/her interpretation of
the “meaning” of other people’s behaviour, it expands the idea hinted in Hall’s
definition, i.e. the role of culture as both an influence factor for behaviour as well
as an interpretation factor of behaviour.
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The majority of people in our community have cell phones and we value the
different variety, design and newness of these objects, one is able assume that we
a highly cell culture that deeply values materials goods. The fact that we care
about the design and aesthetic of cell phones reveals that image is important to us.
It is the image, the design, the object that has meaning and its meaning becomes
an essential part of our cultural communication. In addition to designs function
our understanding of the utility of object and allowing us to communicate cultural
ideals, design in important to us because we are material culture. We value
material goods and objects because they possess social, personal, and cultural
meaning for us.
3.3 CELL PHONE / MOBILE PHONE
Cell phone or mobile phone is the portable telephone device that does
not require the use of landlines. Cell phones utilize frequencies transmitted by
cellular towers to connect the calls between two devices. The first cell phone
operated on an analogue service and was developed by Motorola, Inc. Cell phones
have grown to be the most widely used portable device in the world. Cell phones
may also be referred to as wireless or cellular phones.
3.4 RELATIONSHIP BETWEEN CULTURAL AND CELL PHONE USE
Specific reasons for why they needed the phone (such as for emergencies or for
work). Did not provide an immediate explanation for why they needed the cell
phone has permeated and become well-integrated into their daily lives. So many
purposes they were away from home or the office and a cell phone was
indispensable. Three reasons were most often given: prestige, necessity for work,
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and a gift from parents. Prestige was cited by the older, early adopters phone to
run. He was often away from the office. Perceived as useful tools for work and
are not just accessories. Young cell owners reported receiving their phone from
their parents since phones are usually too expensive for a student budget. Because
of the expense of the phone and their restricted income, the young people were
very sensitive to the cost of their cell phones. Despite the cost of phone calls, cell
owners all mentioned that they lend their phones to friends who need to make
calls – in other words, the value of their personal relationships outweighed the
material cost.
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4.0 JOURNAL ANALYSIS
From the related journals finding, we are be able to evaluate some important point that
directly focus on the behaviour of cell consumer and the culture of cell phone choice.
4.1 DECISION MAKING ON CELL PHONE CHOICE RELATE TO
CONSUMER DESIRE
There are many factors that could effect in making a choice of cell phone for
instance the individualism. This measure the degree to which individuals see
themselves and make decision based on ’I’ rather than ’We’ (Hofstede).
Consumer selection aspect such as:
4.1.1 Quality
High-quality conscious style belongs to consumers who search for the best
quality in products, shopping more carefully, more systematically, or by
comparison.
4.1.2 Brand
Brand conscious styles refer to a consumer’s orientation towards the
purchase of expensive and well-known brands. Brand are symbols of status
and prestige. Individualistic cultures might buy brands that they perceive
suitable to their personality, since brands are symbols that convey meanings.
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4.1.3 Price
Price-value conscious style refers to the characteristic of trying the best
product out of the money consumer are willing to spend. Different culture
can have different attitudes towards spending money. Money attitudes may
be independent of income, in that different national cultures have towards
money and related behaviors.
Collectivistic cultures are expected to be more concerned with the status
attribute to a given brand and more sensitive to maintaining prestige and
status. Therefore, consumer may be willing to pay more in order to save face
amonth their in-group member.
This was regarded as the most important motives affecting the decision to
purchase current cell phone model among the respondents as displayed.
Then, the choice of the operator was affected primary by price and
audibility. The factors can be features and brand, quality of the operator,
components of pricing and influential persons.
4.1.4 Impulse
Impulse style is characteristic of consumers who usually shop by impulse.
Impulse buying behavior is a sudden, compelling, hedonically complex
purchasing behavior in which the rapidity of the impulse purchase decision
process precludes thoughtful, deliberate consideration of all information and
choice alternatives.
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Impulsiveness is related to sensation-seeking and emotional arousal (Rook,
1987) it is likely that people in collectivistic culture learn to control their
impulsive tendencies more than people from individualistic ones.
4.1.5 Loyal
Customers will be emotionally loyal when they feel appreciated: recognized
by the first name, capable to chat with customer service and take pleasure in
the experience of dealing with the company, the emotional or attitudinal
preferences precede loyal behaviours. Habitual and brand loyal style refers
to consumers that have clearly defined in their minds what their favorite
brand is.
4.2 THE USE OF CELL PHONE THAT AFFECT TO AGE, GROUP OR LEVEL
The uses of cell phone have embraced on how they are using and interpreting this
technology. It depends on each individual category, age and their group. From a
survey result findings, they are focused on how the phone was used – how to learn
to use its functionality, which they mainly contacted, and which features of the
phone were used and not used such as important features, range of function (baby
boomers, gen X, gen Y) and other features included such as screen size, brand, look
and style and durability. One of the key attributes of the cell phone was its capacity
to enable contact anywhere and anytime.
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The other tendency factor is the cell service quality and their effects on perceived
value, satisfaction and loyalty decisions that respect the different of two consumer
age group. Two consumer groups’ lifestyles and technology diffusion can cause
significant differences in their satisfaction and loyalty decisions.
4.3 SOCIAL IMPLICATION ON CONSUMER
Cell communication and the social consequences associated with it are experienced
by individuals of many walks of life – young, old, rich, poor and in countries all
over the world. The personalized of cell communication is amplified among young
people in each of areas. For instance, young adults are known for their distinctive
uses of the cell phone to establish, maintain, demonstrate and reinforce social
network ties.
4.4 DEMOGRAPHIC FACTOR TOWARD CELL CONSUMER
The demographic characteristics of the user and features of the environment such as
noise level so that evidence of cell phone use could be contextualized. Localization
is the process of adapting internationalized product / service for a specific region or
language by adding local-specific components and translations. For instance in
China the language is used on their preference. Same goes with Japan, Indonesia
and Malaysia.
In addition to that, rural India had change their culture based on this characteristic.
Why, because they are realise the important of the use of cell phone to them.
Further to that, the society felt that cell phone is the easier item rather than other
basic equipment (rural India with minimum basic facility such as electricity).
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4.5 ENVIRONMENTAL / TECHNOLOGY REFLECT TO CONSUMER
Information technology has had in contributing to change in the social fabric of a
community or well-being of individuals and families, and includes both positive
and negative effects. Cell Technology is touching heights these days and the small
device is offering a lot to the user other than making and receiving calls.
Technology and culture is with its paroxysm. Cell telephone is a technology which
is not only one material object. For instance A.S.A.P. meaning as soon as possible.
SMS is completely transforming. Exchange of information fast and urgent it is a
question of answering in a synthetic way receives messages when one has done.
Cell is a meeting between a technology and communities of users. It is advisable to
make marketing define it and limit contours of them.
4.6 ECONOMIC FACTOR
Contextual study is especially valuable in a culture that sharply differs from the
industrial. It is important in the developing world. Many development projects are
currently underway to bring information services via cell phone to emerging
societies. The expense of cell phone calls themselves may help explain the
relatively brief. Calls made in public as well as economical uses of the phone such
as sending a text message instead of making a long-distance call. Data services and
functional services quality will have a perceived economic value.
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4.7 SERVICES ON CELL PHONE PROVIDER TOWARDS CONSUMER
Services quality in the use of cell services can be perceived through both technical
(e.g. Pricing plans, networks quality and data services) and functional attributes
(e.g. Billing system and customer service quality) of cell services. Positive
perceptions of services quality enhance consumers’ perceived value and level of
satisfaction. Consumers appear to assess perceived value not only by monetary
tradeoffs but also by other psychological benefits (e.g. enjoyment and fun).
Customer satisfaction is an important factor for a long-term relationship between a
firm and a customer. Loyalty refers to a consumer’s commitment to repurchase a
preferred product or service consistently in the future. A total of four factors were
obtained for cell service quality (i.e. Billing, network quality, data services and
customer service quality) and two factors for perceived value (i.e. Economic value
and emotional value).Many development projects are currently underway to bring
information services via cell phone to emerging societies.
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5.0 CONCLUSION
Communication industry is gaining popularity and importance in many advanced and
developing countries. Communication is becoming the nerve of the life. Cell usage is
growing rapidly, and telecommunication Marketers are developing new strategies to take
advantage of the potential customers. Consumer tends to analyse several factors before
they make a decision on the cell phones they tends to buy. The factor includes decision
making, demographic, technology, impulse, social implication, economic factor and
service that provided by the cell phones. All the factors given indirectly have show the
connection between the relation and the impact of behaviour is.
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