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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Young Consumers’ Cell Phone Usage in Developing Market:
The Case of Turkish Youth Market
Author(s): Ömer Torlak, John E. Spillan, Talha Harcar
Citation: Ömer Torlak, John E. Spillan, Talha Harcar, (2011) "Young Consumers’ Cell Phone Usage in Developing Market:
The Case of Turkish Youth Market" Vol. 5, Iss. 3, pp. 47 - 67
Article Type: Research paper
Publisher: North American Business Press
Abstract:
How do young Turkish consumers use cell phones? Can their behavior be differentiated, and what factors
significantly identify categories of young wireless users? Why has this youth market become so
important? Using survey research, descriptive statistics and Structured Equation Modeling (SEM), we
analyzed results from a large sample of teenagers, providing a rich understanding of the substantial
differences in Turkish youth consumers’ behavior toward cell phones, and discuss implications for cellphone
marketers. Findings reveal three major usage groups in Turkey’s cell-phone youth market: trendy
style, heavy-usage style and price-conscious style. These results provide substantial insight and direction
for marketing strategists.
