Date of Publication

2004

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

Subject Categories

Advertising and Promotion Management

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Leonardo R. Garcia, Jr.

Defense Panel Member

Jaime Ong
Mary Julie Tanada
Christine Ledda Pataan

Abstract/Summary

This research studied the consumer adoption of new mobile technology in Makati city. This study focused on consumers who are living or working in Makati area and their adoption of MMS, camera and the Bluetooth. This studys general problem is: How do product related profile (related advantage, compatibility, complexity, and trialability) affect the level of adoption of the new mobile technology among the cellphone users working or living in the Makati commercial district? The main objective of this study was to determine the mobile phone users of the adoption of new mobile phone technology. This study used descriptive and Chi-Square statistical test for analyzing its quantitative data. The primary data were gathered from respondents of the surveyed by the researcher. After observing multi-stage sampling procedures, a total of 200 respondents were chosen from those iv who were working or living in Makati city during the month of May 2004. The data and statistical results were processed with the Statistical Package for Social Sciences (SPSS), version 12. The study concludes that: 1. Product Advantages A. Consumers who see the phone that has MMS as having high advantage are more likely to adopt MMS earlier than consumers who see the phone that has MMS as having low advantage. B. Consumers who see that the phone that has a camera as having high advantage and low advantage both adopt the camera early. C. Consumers who see the phone that has the Bluetooth as having high advantage are likely to adopt earlier than the consumers who see the phone that have the Bluetooth as having low advantage. 2. Compatibility. A. Consumers who see the phone that has MMS as highly compatible for them are likely to adopt earlier than the consumers who see mobile phone that have MMS as having low compatibility with them. v B. Consumers who see the phone that has a camera as highly compatible and low compatible for them, are both likely to adopt camera use in early stage. C. Consumers who see mobile phones that have the Bluetooth as easy to use are more likely to adopt earlier than the consumers who see mobile phones that have the Bluetooth as difficult to use. vi 4. Trialability. A. Consumers who experimented with MMS on a limited basis are more likely to adopt MMS earlier than the consumers who did not experiment on a limited basis. B. Consumers who experimented with the camera on a limited basis are more likely to adopt the camera earlier than the consumers who did not experiment on a limited basis. C. Consumers who experimented with the Bluetooth on a limited basis are more likely to adopt the Bluetooth earlier than the consumers who did not experiment on a limited basis.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG003793

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer optical disc ; 4 3/4 in.

Keywords

Consumer behavior; Technology; Mobile communication systems

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