• ISSN: 2010-023X (Print)
    • Abbreviated Title: Int. J. Trade, Economics and Financ.
    • Frequency: Bimonthly
    • DOI: 10.18178/IJTEF
    • Editor-in-Chief: Prof.Tung-Zong (Donald) Chang
    • Executive Editor: Ms. Cherry L. Chen
    • Abstracting/ Indexing:  ProQuest, Crossref, Electronic Journals Library , EBSCO, and Ulrich's Periodicals Directory
    • E-mail: ijtef@ejournal.net
IJTEF 2014 Vol.5(2): 151-154 ISSN: 2010-023X
DOI: 10.7763/IJTEF.2014.V5.359

International Market Segmentation: Exploring Cell Phone Market of Young Adults

Mahmood A. Awan
Abstract—Purpose: The purpose of this paper is twofold: to investigate the possible inter-market segments in cell phone markets of South Korea and China among young adults and secondly, to summarize and overview previous empirical international segmentation studies in this area to bring the issues together.
Design/Methodology/Approach: The data for the study were collected from college-age cell phone users in South Korea and China. A total of 331 questionnaires were deemed as usable for data analysis. Ordered logistic regression analyses were used to test the conceptual model.
Findings: The results of the study suggest the inter-market segments do exist in S. Korea and China. These inter-market segments include gender, brand, usage, and features. Further, the evaluation of previous such studies on Finland, USA, Canada, New Zealand and UAE show that inter-market segments are valid for cell phone industry.
Practical Implications: The inter-market segments do extend over the borders of S. Korea and China. Considering the size of China market, these inter-market segments can be very for telecommunication companies as well as cell phone manufacturers to offer unique products, services, and miscellaneous marketing program extending the international borders.
Originality/Value: The paper is unique in that it is one of the first to not only compare the S. Korean and Chinese cell phone market of young adults, but also to consolidate up to date research on this subject for various countries.

Index Terms—Cell phone college users, China and South Korea, international market segments, cell-phone features, log-it regression analysis, Inter-market segments.

Mahmood A. Awan is with SolBridge International School of Business, Daejeon, CO 300-814 South Korea (e-mail: mawan@Solbridge.ac.kr).


Cite: Mahmood A. Awan, "International Market Segmentation: Exploring Cell Phone Market of Young Adults," International Journal of Trade, Economics and Finance vol.5, no.2, pp. 151-154, 2014.

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