Generation Y Consumer’s Attitude toward the Uses of Smartphone in Northern Area of Bangladesh

Abstract

This study has been intended to know the generation Y consumer’s attitude toward the uses of Smartphone in Bangladesh on the basis of different features. It also reveals which attributes are most important considerable for using a Smartphone. This study is quantitative research approach. Both primary and secondary data are used here. The sample size of the study is 300 Smartphone users whose age under 15-30 years who regularly operates the Smartphone. Through questionnaire in the respondents were asked about 10 main variables those are usually considered for Smartphone. The collected data are analyzed by various statistical tools and techniques including frequency distribution, reliability test, Chi-square tests, and cross tabulation through the data processing software SPSS (Statistical Package for the Social Science) 20.0 version. The outcomes of the study express that 46.0% of respondents spend time on their Smartphone daily 2-4 h, 17.0% of 4-6 h. Gender, occupation, education, and income level of consumer have a strongly significant influence on attitudes toward the usage of Smartphone in Bangladesh. Functional features and apps, power supply, compatibility, and reasonable price are very important factors for choosing the Smartphone by both male and female young consumer. Nearly 61.4% of female user thinks that camera resolution and various options of Smartphone are very important factors for them. This study also indicates that almost 65% of male and female are facing the same problems to use their Smartphone. Nearly 33.90% of customer faced problems of charging of battery, 23.20% of hanging problems, 21.40% of touch problems, and 5.40% of heat problems of Smartphone. In addition to the outcomes of the study may helpful to the user and the marketer for reengineering of Smartphone. The results of the study may generate new thoughts for the researchers and find improvement areas for Smartphone producer and seller to serve better and achieve progress in the long term.

Keywords: Generation Y Consumer, Attitude, Smartphone, Smartphone Attributes, Brand Image, Bangladesh

Australian Academy of Business and Economics Review, vol 3, issue 4, October 2017, pp 207-223