Journal Analysis, Culture and Cell-Phone Choice

JOURNAL ANALYSIS

CULTURE AND CELL-PHONE CHOICE

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1.0 INTRODUCTION

Cell phone and its rapid widespread growth may well be seen as one of the most

significant developments in the fields of communication and information technology over

the past two decades. The most desirable features influencing the choice of a cell phone

are identified as behaviour. Cell phones have become an important tool for everyone

from school children, teenagers, adults and elders. Nowadays, it is almost impossible to

see a person without having a cell phone. Every day the technology of cell phone

invention evolved within high capacity and the demands of it purposed function.

2.0 ANALYSIS OBJECTIVE

To achieve the objective of this analysis, some objectives were delineated as follows:

To study and understand more precisely on term and definition of consumer

behaviour, cell phone, culture and relation between both.

Be able to identify the facts from related journal and be able to foresee the

relationship and effectiveness.

Seeking to evaluate based upon relevant facts, regardless of feelings.

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3.0 TERM AND DEFINITION

Given below is the definition of the term for analysis section.

3.1 CONSUMER BEHAVIOUR

Consumer Behaviour is the study of how individuals make decisions to spend

their available resources (time, money, and effort) on consumption-related items.

It includes the study of what they buy, why they buy it, when they buy it, where

they buy it, how often they buy it, and how often they use it.

Take the simple product toothpaste. Consumer researchers want to know what

types of toothpaste consumers buy (gel, regular, striped, in a tube, with a pump);

what brand (national brand, private brand, generic brand); why they buy it (to

prevent cavities, to remove stains, to brighten or whiten teeth, to use as a

mouthwash, to attract romance); where they buy it (supermarket, drugstore,

convenience store); how often they use it (when they wake up, after each meal,

when they go to bed, or any combination thereof); and how often they buy it

(weekly, biweekly, monthly).

3.2 CULTURE

What is culture in general formed? Culture is a fuzzy set of attitudes, beliefs,

behavioural norms, and basic assumptions and value that are shared by a group of

people, and that influence each member’s behaviour and his/her interpretation of

the “meaning” of other people’s behaviour, it expands the idea hinted in Hall’s

definition, i.e. the role of culture as both an influence factor for behaviour as well

as an interpretation factor of behaviour.

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The majority of people in our community have cell phones and we value the

different variety, design and newness of these objects, one is able assume that we

a highly cell culture that deeply values materials goods. The fact that we care

about the design and aesthetic of cell phones reveals that image is important to us.

It is the image, the design, the object that has meaning and its meaning becomes

an essential part of our cultural communication. In addition to designs function

our understanding of the utility of object and allowing us to communicate cultural

ideals, design in important to us because we are material culture. We value

material goods and objects because they possess social, personal, and cultural

meaning for us.

3.3 CELL PHONE / MOBILE PHONE

Cell phone or mobile phone is the portable telephone device that does

not require the use of landlines. Cell phones utilize frequencies transmitted by

cellular towers to connect the calls between two devices. The first cell phone

operated on an analogue service and was developed by Motorola, Inc. Cell phones

have grown to be the most widely used portable device in the world. Cell phones

may also be referred to as wireless or cellular phones.

3.4 RELATIONSHIP BETWEEN CULTURAL AND CELL PHONE USE

Specific reasons for why they needed the phone (such as for emergencies or for

work). Did not provide an immediate explanation for why they needed the cell

phone has permeated and become well-integrated into their daily lives. So many

purposes they were away from home or the office and a cell phone was

indispensable. Three reasons were most often given: prestige, necessity for work,

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and a gift from parents. Prestige was cited by the older, early adopters phone to

run. He was often away from the office. Perceived as useful tools for work and

are not just accessories. Young cell owners reported receiving their phone from

their parents since phones are usually too expensive for a student budget. Because

of the expense of the phone and their restricted income, the young people were

very sensitive to the cost of their cell phones. Despite the cost of phone calls, cell

owners all mentioned that they lend their phones to friends who need to make

calls – in other words, the value of their personal relationships outweighed the

material cost.

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4.0 JOURNAL ANALYSIS

From the related journals finding, we are be able to evaluate some important point that

directly focus on the behaviour of cell consumer and the culture of cell phone choice.

4.1 DECISION MAKING ON CELL PHONE CHOICE RELATE TO

CONSUMER DESIRE

There are many factors that could effect in making a choice of cell phone for

instance the individualism. This measure the degree to which individuals see

themselves and make decision based on ’I’ rather than ’We’ (Hofstede).

Consumer selection aspect such as:

4.1.1 Quality

High-quality conscious style belongs to consumers who search for the best

quality in products, shopping more carefully, more systematically, or by

comparison.

4.1.2 Brand

Brand conscious styles refer to a consumer’s orientation towards the

purchase of expensive and well-known brands. Brand are symbols of status

and prestige. Individualistic cultures might buy brands that they perceive

suitable to their personality, since brands are symbols that convey meanings.

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4.1.3 Price

Price-value conscious style refers to the characteristic of trying the best

product out of the money consumer are willing to spend. Different culture

can have different attitudes towards spending money. Money attitudes may

be independent of income, in that different national cultures have towards

money and related behaviors.

Collectivistic cultures are expected to be more concerned with the status

attribute to a given brand and more sensitive to maintaining prestige and

status. Therefore, consumer may be willing to pay more in order to save face

amonth their in-group member.

This was regarded as the most important motives affecting the decision to

purchase current cell phone model among the respondents as displayed.

Then, the choice of the operator was affected primary by price and

audibility. The factors can be features and brand, quality of the operator,

components of pricing and influential persons.

4.1.4 Impulse

Impulse style is characteristic of consumers who usually shop by impulse.

Impulse buying behavior is a sudden, compelling, hedonically complex

purchasing behavior in which the rapidity of the impulse purchase decision

process precludes thoughtful, deliberate consideration of all information and

choice alternatives.

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Impulsiveness is related to sensation-seeking and emotional arousal (Rook,

1987) it is likely that people in collectivistic culture learn to control their

impulsive tendencies more than people from individualistic ones.

4.1.5 Loyal

Customers will be emotionally loyal when they feel appreciated: recognized

by the first name, capable to chat with customer service and take pleasure in

the experience of dealing with the company, the emotional or attitudinal

preferences precede loyal behaviours. Habitual and brand loyal style refers

to consumers that have clearly defined in their minds what their favorite

brand is.

4.2 THE USE OF CELL PHONE THAT AFFECT TO AGE, GROUP OR LEVEL

The uses of cell phone have embraced on how they are using and interpreting this

technology. It depends on each individual category, age and their group. From a

survey result findings, they are focused on how the phone was used – how to learn

to use its functionality, which they mainly contacted, and which features of the

phone were used and not used such as important features, range of function (baby

boomers, gen X, gen Y) and other features included such as screen size, brand, look

and style and durability. One of the key attributes of the cell phone was its capacity

to enable contact anywhere and anytime.

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The other tendency factor is the cell service quality and their effects on perceived

value, satisfaction and loyalty decisions that respect the different of two consumer

age group. Two consumer groups’ lifestyles and technology diffusion can cause

significant differences in their satisfaction and loyalty decisions.

4.3 SOCIAL IMPLICATION ON CONSUMER

Cell communication and the social consequences associated with it are experienced

by individuals of many walks of life – young, old, rich, poor and in countries all

over the world. The personalized of cell communication is amplified among young

people in each of areas. For instance, young adults are known for their distinctive

uses of the cell phone to establish, maintain, demonstrate and reinforce social

network ties.

4.4 DEMOGRAPHIC FACTOR TOWARD CELL CONSUMER

The demographic characteristics of the user and features of the environment such as

noise level so that evidence of cell phone use could be contextualized. Localization

is the process of adapting internationalized product / service for a specific region or

language by adding local-specific components and translations. For instance in

China the language is used on their preference. Same goes with Japan, Indonesia

and Malaysia.

In addition to that, rural India had change their culture based on this characteristic.

Why, because they are realise the important of the use of cell phone to them.

Further to that, the society felt that cell phone is the easier item rather than other

basic equipment (rural India with minimum basic facility such as electricity).

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4.5 ENVIRONMENTAL / TECHNOLOGY REFLECT TO CONSUMER

Information technology has had in contributing to change in the social fabric of a

community or well-being of individuals and families, and includes both positive

and negative effects. Cell Technology is touching heights these days and the small

device is offering a lot to the user other than making and receiving calls.

Technology and culture is with its paroxysm. Cell telephone is a technology which

is not only one material object. For instance A.S.A.P. meaning as soon as possible.

SMS is completely transforming. Exchange of information fast and urgent it is a

question of answering in a synthetic way receives messages when one has done.

Cell is a meeting between a technology and communities of users. It is advisable to

make marketing define it and limit contours of them.

4.6 ECONOMIC FACTOR

Contextual study is especially valuable in a culture that sharply differs from the

industrial. It is important in the developing world. Many development projects are

currently underway to bring information services via cell phone to emerging

societies. The expense of cell phone calls themselves may help explain the

relatively brief. Calls made in public as well as economical uses of the phone such

as sending a text message instead of making a long-distance call. Data services and

functional services quality will have a perceived economic value.

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4.7 SERVICES ON CELL PHONE PROVIDER TOWARDS CONSUMER

Services quality in the use of cell services can be perceived through both technical

(e.g. Pricing plans, networks quality and data services) and functional attributes

(e.g. Billing system and customer service quality) of cell services. Positive

perceptions of services quality enhance consumers’ perceived value and level of

satisfaction. Consumers appear to assess perceived value not only by monetary

tradeoffs but also by other psychological benefits (e.g. enjoyment and fun).

Customer satisfaction is an important factor for a long-term relationship between a

firm and a customer. Loyalty refers to a consumer’s commitment to repurchase a

preferred product or service consistently in the future. A total of four factors were

obtained for cell service quality (i.e. Billing, network quality, data services and

customer service quality) and two factors for perceived value (i.e. Economic value

and emotional value).Many development projects are currently underway to bring

information services via cell phone to emerging societies.

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5.0 CONCLUSION

Communication industry is gaining popularity and importance in many advanced and

developing countries. Communication is becoming the nerve of the life. Cell usage is

growing rapidly, and telecommunication Marketers are developing new strategies to take

advantage of the potential customers. Consumer tends to analyse several factors before

they make a decision on the cell phones they tends to buy. The factor includes decision

making, demographic, technology, impulse, social implication, economic factor and

service that provided by the cell phones. All the factors given indirectly have show the

connection between the relation and the impact of behaviour is.

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Documents

Journal Analysis, Culture and Cell-Phone Choice