A Consumer Perception Research on the Subject of a New Technology in a Developing Dynamic Market: 3G Technology in Turkey

A Consumer Perception Research on the Subject of a New Technology in a Developing Dynamic Market: 3G Technology in Turkey

Bünyamin Atici (Firat University, Turkey) and Ugur Bati (Yeditepe University, Turkey)
DOI: 10.4018/jisss.2011070103
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Abstract

The amount of demand for new products like 3G is related to adoption and spread of innovations. Research suggests that innovativeness is related to consumer behavior and characteristics. Research shows that new technologies like 3G are not evaluated by only its functional sides in the consumer perception. Consumers also perceive symbolic sides to this type of technology. This study measures the interests of the population that live in the urban area of Turkey and economically active and working for the 3G technology, their product purchasing criteria, product using habits, brand recognition levels, brand preferences, and tendencies for purchasing products and services in the near future. The research is performed with the participation of 612 persons in 12 provinces. The demographic characteristics belonging to the consumers who participate in the survey study, the reliability analysis results concerning the scale, t test, factor analysis, frequency analysis, correlation analysis, and variance analyses are performed in this chapter of the research. Findings show that the dynamic Turkish consumer gives significant importance to this new technology as functional and symbolic.
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3G Technology And Turkey

The cell phones in GSM standards which we currently use constitute an example for the systems which use the 2G digital technology. The mentioned 2G mobile telephones are put into market in the mid of the year 1991 and then its usage got widespread with a great speed. The third generation (3G) mobile telecommunication technology constitutes a next great step following these developments. It is seen that the most outstanding difference of this new technology, in comparison with 2G, is its focusing on data communication rather than voice. It is further stipulated that, while not only 1G but also 2G technology are designed for presenting multimedia services to the users, the situation is quite different for the 3G technology and by starting the usage of this technology, the internet connections could be provided with higher speed through the mobile telephones, and in this manner the voice and also data, pictures, graphics and similar information could be transmitted to the users with the higher speeds reaching 2Mbit/s speed, in other words with “broadband”, while the user is in action.

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