Impact of Brand Cues on Young Consumers' Preference for Mobile Phones: A Conjoint Analysis and Simulation Modelling

In: Journal of creative communications, Volume 12, Issue 3, p. 205-222

Abstract

There are multiple attributes and product features which influence youth and impact their purchase decisions. The companies are assiduously trying to tap young consumers but are unable to sustain their high growth and market share. The attributes or brand cues influencing youth can be broadly classified as extrinsic cues and intrinsic cues. Extrinsic cues are peripheral or external to the product such as price, brand image, store image, whereas intrinsic cues are independent, inherent and constitute the product's physical characteristics such as mobile camera, size, colour etc. In the present study, extrinsic cues are brand name and price while camera, RAM, Android type and battery power are intrinsic cues. To recognize the role of brand cues, a sample of 417 respondents through judgement sampling is drawn. The impact of brand name, price and technology on brand equity is empirically examined by conjoint and simulation analysis to generate information regarding consumers' preferences towards mobile phone. The salience of study put forth the measures of enhancing mobile brand equity among young consumers. The originality of present study articulates brand equity diverge across different age groups and the young consumers obsession to spend more on consumer durable products like mobile with their desirable intrinsic and extrinsic cues.