Abstract
Considering the increase in smartphones, it becomes important to understand why people buy them. The purpose of this paper is to examine Generation Y’s motives behind smartphone purchases. The study made use of a qualitative research paradigm. Focus group interviews were selected as the method of data collection. Focus group members ranged from seven to ten. A total of 81 (N = 81) South African Generation Y were interviewed. The findings indicate that Generation Y consider quality and technical features when buying smartphones. Additionally, this study also observed that this cohort is status conscious and easily influenced by their friends when making purchase decisions.
Highlights
Smartphones have come to play an important role in consumers’ daily lives
The purpose of this paper is to examine Generation Y’s motives behind smartphone purchases
The findings indicate that Generation Y consider quality and technical features when buying smartphones
Summary
Smartphones have come to play an important role in consumers’ daily lives. Today’s consumers are preoccupied with owning the latest smartphone. Within the context of this study, Generation Y will refer to those individuals between the ages of 18 and 24 years old This generation is characterized by technologically savviness (Lenhart & Madden, 2007). In South Africa, Generation Y spend more on mobile phones (Fin24, 2013) This cohort’s concern is not on purchasing a mobile phone for its functional purpose, but rather with the intention of using it as an accessory (Fin24, 2013). Venkatesh, Thong, and Xu (2012) observed a similar behavior, reporting that Generation Y own more than one mobile phone as fashion symbol and they strive to get the smartphones with latest specifications even when they do not have any need for them; as observed by Doolittle (2008) makes the phone an accessory. The following section overviews previous studies on product buying motives
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