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2 INTERNATIONAL CONFERENCE ON BUSINESS AND ECONOMIC RESEARCH (2 ICBER 2011) PROCEEDING

GENERATION Y AND CHOICE OF MOBILE SERVICE PROVIDER: A STUDY
ON THEIR PURCHASING DECISIONS IN CHOOSING A MOBILE SERVICE
PROVIDER.
Evelyn Toh Bee Hwa
Taylor’s University
Taylor’s Business School. [e-mail] Eva Lim Wei Lee
UCSI University. [e-mail] Robin Cheng
Taylor’s University
Taylor’s Business School.
[e-mail]
ABSTRACT
The biggest group of consumers which has stunned most companies would be the GenY. Much research has been and is continuously being done in order to better understand the characteristics as well as buying behavior of this cohort. It is also said that the population size of this cohort is likened to be that of the Baby Boomers. This means that companies will have to tap into the psyche of the Gen Y in order to better understand their purchasing decisions and hence better gear their promotional activities in order to attract this cohort. The Gen Y adults sub group contraindicates loyalty characteristics as high in a developing market context against the established wisdom of low loyalty found in developed countries. The results of this paper would help marketers to rethink their strategies in this service industry. Finally, this research reconciles the gap between loyalty, stated preference and distinctiveness of brand personalities. Keywords : Generation Y, Customer loyalty, Influence, Marketing, Consumer behaviour
INTRODUCTION
This is a phenomenological study of the Purchasing decisions of Generation Y (Gen Y) when deciding on which mobile service provider to subscribe to. The study is a qualitative one which was conducted with a convenience sample of students as well as graduates from two different private Universities. At this stage in the research, the attributes of mobile service providers sought by Generation Y will be generally defined as buying decisions made by

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