Technology has revolutionized the way we do business and communicate with one another. It has become an integral part of our daily life. This paper explores the use and importance of cell phones among the young consumers who are prototypical example of global segment.
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The main aim of this paper is to identify the market and inter-market segment of the cell phone users in countries like United Kingdome, South Korea, Australia, and Argentina. For marketers it becomes even more important to design and develop an effective marketing strategy based on inter-market segmentation that includes gender, brand, usage, and features as these variables determine the consumption pattern and purchasing behavior.
Cellular phones have evolved dramatically over the past few years. It has become an integral part of our daily life, and its significance is only increasing with time. Mobile communication has enabled people, businesses, and government agencies to access any kind of information, make and receive payments, create jobs and fill in the positions, purchase online, place an order and stimulate citizens involvement in human and economic development. Today, the use of cell phone or rather mobile phone has been extended to conduct meetings, shop online, play games, share pictures and videos with family and friends, watch movies, chat with friends and family, read e-books, trade stocks, control thermostat, call for assistance during emergency situations, and the list continues (Rosen, 2004). It has also enabled companies and marketer to target consumers, especially young adult segment around the world to design and develop marketing strategy with the right marketing mix. Based on the global trend on smartphone ownership, a report generated by Deloitte in 2017 suggest that in developing and developed countries the use of smart phone is on the rise with majority of the population owning a smart device as shown in Chart 1. The average smartphone users in countries like Australia, Argentina, South Korea and United Kingdom is about 80% and the use of smartphones by female population seems to be more as compared to male population (Martin, 2017).
Chart 1: Smartphone Ownership by countries
Analysis of the Findings
This paper aims to highlight how the young consumers all around the world are selective, diverse and dynamic when it comes to device selection and cell phone usage. It also determines the inter-segment market within the existing market of cell phones that is based on gender, age, education, nationality, product features etc. Hence, marketers must understand the social, cultural, psychological behavior of these young consumers and be creative in developing a marketing mix (Awan, 2014). The young adult segment is very attractive and a prototypical example of global segment.
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