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Authors
Affiliations
1 National Institute For Micro,
Small and Medium Enterprises (NIMSME), Hyderabad- AP 500045, IN
2 KIIT School of Management, KIIT University, Bhubaneswar, Odisha, IN
3 Department of Management and Marketing, Arkansas State University,
402b Business Building, P.O. Box 50, State University, AR 72467, US
Source
Parikalpana: KIIT Journal of Management, Vol 10, No 2 (2014), Pagination: 1-12
Abstract
It is a study on the perception of consumers towards different features of cell phone and usage pattern. MBA students from Bhubaneswar and Kolkata had participated in the study. Exploratory factor analysis identified two dimensions of cell phone feature perception scale: "Communication" and "Entertainment". Eta tests revealed the perception of cell phone features did not differ significantly across different demographic groups. However, there was gender difference in the perception of "Entertainment" dimension of cell phone features. The study also presents the descriptive statistics of the usage patter of cell phones among students and provides a base for further studies in this area in India.
Keywords
Cell Phone Feature Perception, Cell Phone Usage Pattern, Product Bundling.
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