Analysis of Generation Z's Consumer Behaviour on the Mobile Phone Market

Abstract

This research will examine what drives Gen Z smartphone customers to develop brand loyalty. The study focuses on four areas: Customer Commitment, Repurchase Intention, Perceived Product Quality (perceived value by the user), and Social Influences. Using marketing, behavioral economics, and consumer behavior theories, this study examines how the combination of psychology-based, behavioral-based, and product-based factors creates loyalty. Survey Data was collected through a primary survey of Gen Z Smartphone users. A Regression Analysis & Cross Tabulation were used to analyze the survey data in relation to testing the Hypotheses established within the study. Key Findings showed that customer commitment is the primary determinant of loyalty towards a particular brand. Customer commitment includes an emotional connection or bond between the consumer and the brand, as well as the level of trust a consumer develops with their service provider. In addition to customer commitment, repurchase intentions were also positively correlated with loyalty. While perceived product quality was positively correlated with loyalty, its impact was limited; therefore, while product quality may contribute to building initial relationships between a brand and a consumer, it appears to have very little influence on developing long-term relationships.