Abstract:

Facing various 3G smart phones with powerful applications, consumers tend to have diverse psychological needs when making purchase decision Therefore, consumer segmentation is of great significance to both cell phone manufacturers and operators Based on psychological needs of Chinese consumers, and combing typical features of 3G smart phones, this paper adopted a multidimensional segmentation approach, using two sets of variables: consumer lifestyles and values, and purchasing motivation Data were collected through a survey, and factor and K-means cluster analysis were then performed on the database This study led to the division of seven consumer segments, including business communication oriented, rational and cost oriented, etc and then summarized the characteristics of users in each segment Findings of this study provided implications and support for design as well as strategic marketing of 3G smart phones

Key words: 3G mobile phone, mobile phone users;psychological needs, purchasing motivations, market segmentation