Thesis ¿QUÉ DESEA CADA TIPO DE USUARIO EN SU TELÉFONO CELULAR?
Date
2017
Authors
GARCIA SEPULVEDA, IGNACIO JAVIER
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Abstract
A pesar del ritmo acelerado al que salen al mercado numerosas opciones de equipos de telefonía móvil, se detecta una brecha existente entre las opciones disponibles y/o el acceso a información sobre ellos y la adquisición de equipos acordes a las necesidades de los diferentes segmentos de usuarios.Este estudio investigó el estado de las preferencias específicas de características y funciones del teléfono móvil inteligente, más conocido como Smartphone, entre universitarios, profesionales trabajadores y jubilados en Chile, principalmente en la región de Valparaíso.El documento analiza las respuestas de una muestra total de 293 personas, compuesta por personas de entre 16 y 81 años, pero principalmente por estudiantes universitarios y profesionales trabajadores de entre 22 y 40 años. Tras un análisis de segmentación mediante conglomerados jerárquicos y luego no jerárquicos se llegó a la construcción de un ordenamiento de los individuos en 3 grupos, lo que permitirá obtener diferentes conclusiones.Los resultados indican que la agrupación de los individuos en 3 conglomerados permite distinguir con claridad 3 tipos de comportamiento diferenciados. De esta forma se presenta un grupo muy exigente con las prestaciones esperadas de sus equipos, uno con una tendencia similar pero un poco menos marcada y un tercero, notoriamente más pequeño, con una posición mucho más indiferente. Otra consideración importante al respecto, es la clara y consistente definición de sus perfiles, los cuales están alineados con lo propuesto con la literatura existente hasta hoy.El documento concluye con una discusión sobre las implicaciones académicas y de gestión para las empresas del área y cómo puede influir en su proceder.
New options for mobile phones get into the market at an accelerated rhythm. Despite that, it is possible to detect a breach between the available options, the access to information about them, and the acquisition of phones according to the necessities of every public segment. This study investigated the state of public preferences for smartphones specific functions and characteristics. For this study, the public taken was university students, professional and retired workers in Chile, principally in the region of Valparaiso. This document analyzes the answers of a sample of 293 people. The sample was composed by people of ages between 16 and 81, principally university students and professional workers of ages between 22 and 40. For this study, a segmented analysis using hierarchized clusters and then non hierarchized clusters was performed on the sample. The result was the separation of the individuals into three groups, which allowed to obtain different conclusions. The results show clearly that each group of individuals has a visibly different behavior. The first group is really demanding about the characteristics of their mobile phones, the second group has similar but less strong tendencies, the third group (by far the smallest one) has a notoriously indifferent vision. Another point of consideration, is the consistent profile definition for each group, which is in line with the literature existent until now. This document concludes with a discussion about the academic implications, the management implications for companies of that area, and how this can influence their procedures.
New options for mobile phones get into the market at an accelerated rhythm. Despite that, it is possible to detect a breach between the available options, the access to information about them, and the acquisition of phones according to the necessities of every public segment. This study investigated the state of public preferences for smartphones specific functions and characteristics. For this study, the public taken was university students, professional and retired workers in Chile, principally in the region of Valparaiso. This document analyzes the answers of a sample of 293 people. The sample was composed by people of ages between 16 and 81, principally university students and professional workers of ages between 22 and 40. For this study, a segmented analysis using hierarchized clusters and then non hierarchized clusters was performed on the sample. The result was the separation of the individuals into three groups, which allowed to obtain different conclusions. The results show clearly that each group of individuals has a visibly different behavior. The first group is really demanding about the characteristics of their mobile phones, the second group has similar but less strong tendencies, the third group (by far the smallest one) has a notoriously indifferent vision. Another point of consideration, is the consistent profile definition for each group, which is in line with the literature existent until now. This document concludes with a discussion about the academic implications, the management implications for companies of that area, and how this can influence their procedures.
Description
Catalogado desde la version PDF de la tesis.
Keywords
COMPORTAMIENTO DEL CONSUMIDOR , CONGLOMERADOS , PREFERENCIAS , TELEFONIA CELULAR , TELEFONO INTELIGENTE