—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
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
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.
—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.