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Consumer Confusion in the Turkish Mobile Communication Market: A Field Study on Young Consumers

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  • Aydın Kayabaşı

Abstract

This study has been carried out so as to analyze consumer confusion of those benefiting from options offered to them in the Turkish mobile communication market. Data in the study designed in the descriptive and relational research models was obtained through the survey method. The judgement sampling method was chosen as a sampling model. Assuming that mostly young users benefit from the tariffs in the mobile communication market, the university students were included in the scope of the survey. The students studying at the faculties and academies of Dumlupınar University, which has a great number of students in Turkey, were included in the scope of the survey. Data was obtained from the interviews. Variables of age, gender, educational level, the operator they use, information sources, motives to prefer, intended uses were analyzed in the scope of the descriptive research model. In the relational research model, firstly the exploratory factor analysis was performed. In line with three factor solutions obtained, the confirmatory factor analysis was performed and analyzed by structural equation model. Various goodness of fit indices were used in order to assess compliance between the model and data. As a result of index assessment, it was observed that the model is the best fit.

Suggested Citation

  • Aydın Kayabaşı, 2012. "Consumer Confusion in the Turkish Mobile Communication Market: A Field Study on Young Consumers," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 2(3), pages 283-293.
    • Handle: RePEc:asi:ijoass:v:2:y:2012:i:3:p:283-293:id:2181
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