Indian Journal of Science and Technology
Year: 2015, Volume: 8, Issue: Supplementary 4, Pages: 1-7
Joshi Sujata*, Arindom Roy, Dikshit Thakkar, Anish Banik, Gagan Deep Arora and Pallav Parashar
Symbiosis Institute of Telecom Management, Village Lavale, Pune-412115, India; [email protected], [email protected], [email protected], [email protected], [email protected], [email protected]
Smartphones have gained huge popularity globally among the youth and its distinct advantages and improved features ensure that smartphones are here to stay in the market for a considerable amount of time. However there is still an opportunity lying for the smartphone industry to capitalize on the senior citizens segment. This research paper endeavors to understand the expectations of the senior citizens from phones and how these expectations influence their intention towards smartphone purchase. This paper proposes a conceptual framework mapping the various factors that affect senior citizens to the extent to which these factors influence people while making a purchase decision.
Keywords: Functional Value, Relative advantage, Subjective Norm, Technology Factors
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