Analysis of Consumer Behaviour of Generation Y on the Smartphone Market

Abstract

The paper examines the consumer behaviour of Generation Y on the smartphone market. Brand awareness of smartphones is judged through brand ownership and brand attitude. The impact of age, country and gender on brand loyalty is examined. The study is based on primary quantitative research which focuses on members of Generation Y represented by university students. Czech students from VSB – Technical University of Ostrava and Japanese students from Yokohama National University were target group of this survey. The results reveal strong position of Apple brand among all examined groups and weak perception of Chinese and South Korean brands among Japanese students in comparison with Czech students. The findings also introduce the specific factors that influence consumer behaviour of Generation Y on the smartphone market and the differences between the groups based on the impact of country of residence. The findings also illustrate the adoption categories of brand innovations.