The aim of this research is identify the consumer culture of Sri Lanka related to the mobile phone buying behavior. Data was collected from 20 questionnairs. The findings indicate the mobile phone buying behavior is based on aptitude of technology and utility, income level, age, gender, and life style of the consumer.
Consumers in low income category have given an ornamental value to the phone apart from utility value. Urban consumers have developed a favorable consumer culture in purchasing mobile phone. But sub urban and rural consumers have shown a fear on mobile phone usage. Mobile phone consumers in young age use expensive mobile phones with ornamental value. Gender variation dependent aptitude could be observed regarding the value of enhancing family relationship. It reflects the Sri Lankan culture on female.
Overall the consumer culture of Sri Lanka still depends on the personal usage, traditions and ornamental values of the phone with regards to the mobile phone buying behavior.
Table of Contents
1. Introduction
1.1 Mobile phones
2. Literature Review
2.1 The concept of culture
2.2 Power Distance
2.3 Individualism / Collectivism
2.4 Cultural Values
2.5 Buying Behavior Factors
3. Objectives
4. Methodology
4.1 Data collection
4.2 Sample size
4.3 Analysis
5. Analysis
5.1 Sample profile
5.1.1 Gender distribution
5.1.2 Age distribution of the sample
5.1.3 Occupational Status of the Sample
5.1.4 Social Status of the Sample
5.1.5 Income Levels of the Sample
5.2 Data Analysis
6. Conclusion
Objectives and Topics
This study aims to examine the relationship between consumer culture and mobile phone purchasing behavior in Sri Lanka, specifically identifying how cultural attributes and socio-economic factors influence user choices and perceptions.
- The influence of cultural dimensions on consumer purchasing behavior.
- The shift of mobile phones from technological to social objects.
- Socio-economic analysis of mobile phone users in Sri Lanka.
- The impact of gender, age, and occupation on utility perceptions.
- The role of mobile phones in family relationship dynamics.
Excerpt from the Book
1.1 Mobile phones
Communication with others is the main purpose of mobile phone and it has shifted from being a ‘technological object’ to a key ‘social object’ in mobile phone purchasing (Srivastava, 2005). Technology of the mobile phone is developed rapidly. However, facilitating family or friend coordination and in intensifying social interaction are the crucial factors for using a mobile phone (Urry, 2007). Mobile phone is a milestone that indicates success, not only financially but also culturally in term of the integration within society. The “collective” identity has been identified through the use of mobile phone (Castells et al., 2007). Mobile phones affect social relationship and this is a disintegration of communities (Marquardt, 1999). Mobile phone usages have resulted in greater electronic interactions between friends and family at the expense of face to face interaction which have been dramatically reduced. Consequently, it could be proposed that mobile phones are changing individual cultural norms and values (Rauch, 2008)
Summary of Chapters
1. Introduction: This chapter outlines the global proliferation of mobile phones and their transition from mere communication tools to essential social objects that influence cultural norms.
2. Literature Review: It examines foundational theories regarding culture, power distance, and individualism versus collectivism, and how these factors shape consumer buying behavior.
3. Objectives: This section defines the primary research goals, focusing on the cultural attributes affecting mobile phone purchasing in Sri Lanka.
4. Methodology: The chapter details the research design, explaining the use of self-administered questionnaires for data collection among a sample of Sri Lankan mobile phone users.
5. Analysis: This section presents the quantitative findings, illustrating relationships between demographic variables (age, income, gender, occupation) and mobile phone usage patterns.
6. Conclusion: The final chapter summarizes the research findings, confirming that mobile phone buying behavior in Sri Lanka is deeply rooted in consumer culture and personal utility.
Keywords
Mobile phones, Consumer culture, Buying behavior, Sri Lanka, Power distance, Individualism, Collectivism, Socio-economic status, Technology utility, Social object, Cultural values, Gender distribution, Family relationship, Market strategy, Purchase intention
Frequently Asked Questions
What is the primary focus of this research?
The research investigates the connection between consumer culture and the purchasing behavior of mobile phone users in Sri Lanka.
What are the central thematic areas?
Key themes include cultural dimensions (power distance, individualism/collectivism), consumer buying factors, socio-economic profiles, and the impact of technology on social relationships.
What is the core objective of the study?
The primary objective is to identify which cultural attributes influence mobile phone buying behavior and to understand the specific consumer culture in Sri Lanka regarding mobile device acquisition.
What scientific method was applied?
The study utilized a quantitative method, employing self-administered questionnaires to gather primary data from a representative sample of 20 users.
What does the main body cover?
The main body covers a literature review of cultural theories, a methodological description, and a comprehensive analysis of survey data correlating demographics with phone value and usage purposes.
Which keywords define this work?
The work is defined by terms such as mobile phones, consumer culture, buying behavior, socio-economic status, and cultural dimensions.
How does income affect mobile phone choices in the study?
The data suggests that low-income consumers often prioritize expensive mobile phones, potentially using them as status symbols or ornaments rather than purely for utility.
What is the difference in perception between male and female users regarding family impact?
The study found that males often perceive mobile phones as harmful to family relationships, whereas females tend to view them positively as instruments that enhance these connections.
- Quote paper
- Ravi Kumudesh (Author), 2012, Impact of the Consumer Culture on Mobile Phone Buying Behavior, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/204021
