The study of mobile phones intrinsic and extrinsic cues for young consumers' preference

What is it about?

In current era of consumer activism, manufacturers, brand managers and marketers are eagerly trying to grab young consumers' attention. This paper is about how intrinsic and extrinsic cues influence consumer behavior and preference. In this endeavor, the mobile attributes were segmented in extrinsic and intrinsic cues thereafter, the preference of consumer were recorded separately for different age groups. For solidifying the findings and suggesting the practical implications, simulation modelling was also used.

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Why is it important?

Big giants are scratching their heads as to what attributes youngster prefer in mobile phones. Out of extrinsic and intrinsic cues to which more importance must be attached. This paper is attempting to answer these vital concerns through conjoint analysis technique.