Competitive Marketing Strategies Impacting Gen-Y's Purchasing Behaviour: The Case Of Smartphone Users

Ahmad Ruzqan, Md Yaman (2015) Competitive Marketing Strategies Impacting Gen-Y's Purchasing Behaviour: The Case Of Smartphone Users. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Malaysia’s population officially surpassed 30 million in February 2014, per cent is urbanites with 34% population age between 15 to 34 years. The mobile landscape records a significant 66% per cent internet penetration which means that the country has 20 million internet users with a growth rate of 18% from 2009 to 2012. Mobile penetration is recorded at 140% indicating that 47 per cent Malaysians own more than 1 mobile phone, 3G subscription accounts for 10 million (World Bank 2012). This research paper aims to study the impacts of marketing strategies on Gen Ys or the millennia’s purchasing behaviour in the selection of smartphone usage. The data set will be collected through self-administered questionnaire, and random sampling method. A total of 200 samples were collected from Melaka, Malaysia, for a period four months from January until April 2015. The data collected were analyzed using SPSS version 2.0. The findings will assist marketers in determining how the Smartphone purchase decision of Generation Y is influenced by product features, price and brand. It provides for implications for mobile apps providers in developing and executing the best marketing strategies to attract Gen Y’s purchasers as smartphone users, retain customers and explore new markets to remain competitive. As market leaders and to stay number one, the firms must first find ways to expand total market demand, protecting market share, and increase market share by employing the most competitive marketing strategies (Kotler & Keller, 2012) and possess the competitive advantage with a distinctive edge in the marketplace, (Richard & Dorathy, 2009, p. 152).

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