Byteskostnader inom mobiltelefonbranschen beroende på konsumenternas generationer

: En studie baserat på svenska konsumenter från generation Z, X, Y samt baby boomers.

Abstract

Previous studies emphasize the importance of switching costs because of the major impact it has on consumers’ selection of a particular product, which in turn also affect several critical aspects of the company's success. These switching costs are considered to be consumer specific and differ depending on industry, demographic factors and consumer preferences. Generation is a factor that has rarely been included from previous studies regarding the choice of mobile phone. The study will therefore analyze if switching costs are influenced by consumers’ generation. Hence, the purpose of the study is to explain how the switching costs in the Swedish mobile phone industry and generation influences the change of mobile phone To answer the purpose of the study, previous literatures and research has been used which define different types of switching costs. Similar method has been used in the different generational groups to describe what classifies each generation based on their current technological skills and decision-making. The theory ends with a model that gives an overall picture of the different points of the study, which will be analyzed as well as hypotheses that have been created from three specific switching costs. A quantitative method selection was used in form of a survey, to analyze if and how the generations affect the switching costs. A descriptive analysis and regression analysis was also conducted to answer the hypothesis of the study and to prove that it is statistically significant. The results demonstrate that there is a relationship between the generation and the total switching costs. However, the three specific switching costs that were made into hypothesis, did not have any influence on the generation.