Rural and ethnic young consumers' perceptions of bundled cellular telephone features

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Useable questionnaires were completed and returned by 351 (174 rural and 177 HBCU) consumers at two Midwestern universities. ANOVA tests revealed young consumers' perceptions of the importance of cellular telephone features were significantly different between rural and HBCU (Historic Black Colleges and Universities) young consumers, males and females, and among age groups (p< .01; p< .001). Furthermore, regression analysis revealed among ten features young consumers reported available on the phones they owned, demographic variables were significantly predictive (p< .001) of perceptions of importance of bundled features. Recommendations were proposed that could help marketers develop strategic marketing mixes of phone features targeted to young consumers, rural or HBCU.

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