THE IMPACT OF MOBILE APPLICATIONS ON PURCHASING BEHAVIOR: A QUALITATIVE RESEARCH ON THE GENERATION Y
MOBİL UYGULAMALARIN SATIN ALMA DAVRANIŞINA ETKİSİ: Y KUŞAĞI GENÇLERİ ÜZERİNE KALİTATİF BİR ARAŞTIRMA

Author : Sibel AYDOĞAN -- Güzide ÖNCÜ EROĞLU PEKTAŞ
Number of pages : 363-378

Abstract

Developments in information and communication technologies and the increasing use of mobile communication tools present new marketing channels to businesses. This change has also shaped consumer behavior and brought new lifestyles together. In this context, the widespread use of mobile communication devices, especially smartphones, has made mobile marketing an attractive channel for businesses. In this study, the effects of generation Y, which is the most active consumer of consumer society for social scientists and marketing experts on the purchasing behavior of generation Y of mobile applications, which provide themselves a serious share in the market, were investigated. The population of Turkey's generation Y is approximately 25 million people in Turkey and now holds an important place in terms of number of consumer culture. One out of every three persons in Turkey is said to be from the Generation Y (Marketing Turkey, 2016, p.84). The study was conducted with university students who are from the Generation Y and who are born in Istanbul between 1980-2000.The focus group interview technique, which is gaining importance in recent years as one of the qualitative research techniques, has been used in the study.

Keywords

Mobile application, Consumer Behavior, Purchasing Behavior, Generation Y, Focus Group

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