Purpose: The purpose of the article is to determine whether there are any differences between high and low-income group
students in their selection of a cellular phone brand or network operator.
Design / Methodology / Approach: Four hypotheses are set to determine if there are any significant differences between
the two income groups in current decision-making. It is established that there exist no significant difference between high
and low-income students in their selection of cellular phones and network operators. The levels of agreement or
disagreement on various statements do, however, give an indication of the importance that students place on aspects that
they view as important when acquiring a cellular phone or network operator.
Findings: In the article, it is established that no significant differences exist between the two income groups. The levels of
agreement or disagreement indicate the importance that subscription method, social value, service quality and branding has
on student decision-making.
Implications: The article provides a better understanding of the influence that income plays in student’s decision-making in
acquiring cellular products and services. Possible future research in student cellular usage can be guided through the
information obtained in this article.
Originality / Value: The article provides information to cellular network operators, service providers and cellular phone
manufactures regarding the influence of income on students’ acquisition of cellular products and services. Information from
the article can assist in the establishment of marketing plans for the student market by these role players.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:tut/oai:encore.tut.ac.za:d1001431 |
| Date | 18 October 2007 |
| Creators | Drotsky, GAP, Janse van Rensburg, B, de Jager, JW |
| Publisher | Acta Commercii |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Text |
| Format | |
| Rights | Acta Commercii |
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