| Issue |
SHS Web Conf.
Volume 120, 2021
Sixth International Scientific Conference “BUSINESS AND REGIONAL DEVELOPMENT”
|
|
|---|---|---|
| Article Number | 04005 | |
| Number of page(s) | 10 | |
| Section | Contemporary Challenges for Key Socio-economic Sectors | |
| DOI | https://doi.org/10.1051/shsconf/202112004005 | |
| Published online | 24 August 2021 | |
Main Dependences between Gender, Financial Status and Indicators Predicting Purchase of Mobile Products and Services in Bulgaria
Department of SSBLT, Faculty of Economics, Trakia University, Bulgaria
* Corresponding author: liubomira1975@abv.bg
The present study was conducted in order to establish the main relationships between gender and financial status on indicators influencing the purchase of a mobile operator. Basic indicators for measuring consumer behavior are derived, applying analysis of variations, ANOVA, and correlation analyses to check the strength of indicators influence. According to the results of statistical data processing, two groups were identified: the most favorable group for influence – young women who are financially disadvantaged, and one on which it is difficult to achieve advertising impact of mobile operator. The practical applicability of the study is significant, as mobile operators in Bulgaria can have a much more successful impact on the group with a higher propensity to try new, specific products, as well as those who declare greater confidence in a mobile company, built through the influence of advertising.
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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