Effect of Age and Gender on brand Loyalty and Customer Satisfaction- A study of Mobile Phone User

Before, mobile phones were an additional helping tool for human being, now it became a necessity, a vital need. The purpose of those tools is to be informed and connect people to the world. These, for me, are representing additional features to the core ones of a mobile phone (make calls), but became nowadays compulsory characteristics of a good phone for many customers.


That’s why, in order to stay competitive, manufacturers have to bring new and frequent changes and innovations to their product to attract the customer more than the competitor.

This study examines the impact of gender & age on the customer satisfaction and brand loyalty of mobile phone users. Also, it shows the effect of technology on brand loyalty of mobile phone users. The term brand loyalty is when a person will repeatedly buy a product from the same manufacturer rather than from other suppliers. From a marketing point of view, the definition is more extent because it also refers to the fact that a loyal customer will also be useful to the brand by recommend that manufacturers to those close to him. So brand loyalty represents several useful variables for companies: it makes the customer come back, repeatedly, with less attention on the price and it represents free advertisement for them. Brand loyalty is influenced by several factors such as customer’s perceived value, brand trust, customer’s satisfaction, repeat purchase behavior and commitment.

Speaking about customer’s satisfaction, this is the major tool to measure brand loyalty. It defines how a product or service will meet or surpass customer’s expectations and by that way, lead him to buy again in your company. To meet those expectations, a mobile phone company will have to provide high quality product, but also add additional features (apps, voice recognition…). Brand loyalty is a kind of circle: if you satisfy your customers, they will come back and provide you a strong brand name and image. In some cases like Apple, sometimes, strong brand name overpass the quality and a loyal customer will be satisfied every time a product is released, no matter if it’s not the best phone in the market.

In that article, to study the impact of gender and age on mobile phone users, the sample is divided equally:


In that table, we see that age is affected by innovations on brand loyalty. Indeed, the 20-25 group is always the highest ratio, which means that they are the more affected by changes in the phone industry. For me, it is quite logical because the group 15-20 are not really the purchasers because they are youth so they take what is offered to them. The 20-25 group represent the “ideal”, autonomous panel of phone customers and their expectations.

Furthermore, gender is useful to see how brand affects people of different sex. For this example, I only took the relevant categories, to my mind.

As we can see, female customers are much more influenced by the brand (reputation, rely, trust…), price, quality and performance that male ones.

To conclude, we saw in the study that teenagers/young adult (20-25) are more conscious about the brand and the quality concerning their phones purchases. Concerning gender, there are some notable differences as we saw. But to my mind, that study represents our society: principal customers are the Y-generation and men, as women are depending on brands which refers to our era, where everything is about trends, showing-off and self-accomplishment.

The best example is the company Apple and their mobile phone market. Indeed, their brand name is now one of their core reasons of success. You don’t buy a phone, you buy an i-Phone. As Forbes study said in 2014, 59% of Apple’s phone purchasers admitted “blind loyalty” when it comes to buy a new phone.

Apple tete

The article even call them iSheep refering to the price/quality ratio.





Effect of Age and Gender on brand Loyalty and Customer Satisfaction- A study of Mobile Phone User.
Dr. Arti and Nancy Arora. SIES Journal of Management, September 2014.

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