Consumer behavior in the Italian mobile telecommunication market

Variáveis Internas e Externas ao Indivíduo que Influenciam o Comportamento de Retenção de Sócios no Fitness

“…Estes resultados vão no encontro do estudo de Park (2000), sobre atitude leal em desportos de recreação, onde as mulheres apresentam um investimento na lealdade maior que os homens. Mazzoni et al (2007), no seu estudo, identificam um perfil de mulheres jovens com alto nível educacional e com um largo interesse em preocupações com o corpo e desporto. Também no Eurobarometer (2010) se constata que as mulheres têm cuidados com a saúde e com a imagem corporal, tendo mais preocupação em melhorar a aparência física e em controlar o peso, o que proporciona a sua permanência na prática.…”

A Consumer Perspective on Mobile Market Evolution

“…This is especially true in Italy, with the highest mobile penetration in EU (154,47% in 2009) and mobile voice traffic above the fixed one (53,3% vs 47,7% in 2009) (European Commission Digital Agenda Scoreboard, 2011) 3 . The numerousness and heterogeneity of Italian cell phone users have therefore made mobile telecommunication an ideal market for the adoption of a multidimensional segmentation model based on the joint use of three dimensions: lifestyles, product/service attributes and use motivations (Mazzoni, 1995). The lifestyles dimension gives general indications on values and psychological characteristics of individuals, besides providing socio-demographic indicators, spending behaviours and mass media exposure 4 .…”

“…As consumer segments are described through the contemporaneous use of the three dimensions, they will be graphically identified by a parallelepiped (Figure 2). (Mazzoni, 1995) The LAM model (lifestyles-attributes-motivations) aims to integrate analytical perspectives which are often used alternatively, one being based on subjective consumer characteristics and the other on the benefits/attributes sought in the product. It uses three out of the four basic categories into which matrix in Figure 1 is subdivided: lifestyles are general unobservable bases, individual's socio-demographic data -falling, as stated above, within the definition of lifestyle that we adopt -are general observable variables, finally attributes and motivations dimensions are product-specific unobservable bases.…”

“…The LAM model has been applied in several empirical studies covering different markets (Mazzoni, 1995;Mazzoni & Leone, 2001;Mazzoni, 2006;Mazzoni et al, 2007). Here we briefly synthesize the results of an application of the model to the analysis of the consumer behavior in the Italian mobile telecommunication market in 2006.…”

“…In 2006 we performed a wide research on consumer behaviour in the Italian mobile communication market (Mazzoni et al, 2007). Using a multidimensional segmentation framework (LAM model), we identified three demand clusters according to consumers' lifestyles, use motivations and product attributes.…”