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Generation Y as Digital Consumer:A Conceptual Framework for Mobile Marketing in India
- Author(s):
- VARSHA JAIN SAUMYA PANT
- Editor(s):
- Jyotirmaya Patnaik (see profile)
- Date:
- 2016
- Group(s):
- Communication Studies, Digital Humanists, Electronic Literature, Feminist Humanities, Information Ecosystems
- Subject(s):
- Digital communications, Digital media, India, History, Modern, Explorers, Diaries, Generations, Sociology
- Item Type:
- Article
- Tag(s):
- Generation Y, mobile marketing, Digital communication, Modern India, Explorers’ journals, Sociology of generations
- Permanent URL:
- http://dx.doi.org/10.17613/zyqz-h734
- Abstract:
- Among the emerging economies, India is the most promising market for Generation Y, because majority of Indian’s population belongs to this segment (those born between 1980 and 2000). These individuals are tech-savvy and extensively use mobile phones. This study aims to uncover the role of mobile phone that has emerged along with the evolution of Generation Y. The digitized consumers of this generation need to be understood in light of the importance of family, friends and peers. This will help us determine the purchase of products and brands via mobile phones while understanding the characteristics of these individuals. A total of 10 focus group discussions (FGDs) with 72 respondents were conducted in three Indian leading cities: Mumbai, Bangalore, and Ahmedabad. The study found that Generation Y widely use mobile phone, get influenced by the peers, family and friends and get involved with the brands via phone. Generation Y also focus on personalization, security and sharing; while they emerge as digital consumers.
- Metadata:
- xml
- Published as:
- Journal article
- Status:
- Published
- Last Updated:
- 2 years ago
- License:
- All Rights Reserved
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