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Age 26 years and younger 27 to 35 years 36 to 47 years 48 to 66 years 67 years and older
Highest level of education Primary school completed Some high school Completed high school Tech diploma/degree University degree or postgraduate degree
Employment status Full-time employed Part-time employed Self-employed Student Housewife or househusband Retired Unemployed
60 40 38 34 4
1
14 69 38 54
100 9
17 39 1 8 2
34.1 22.7 21.6 19.3 2.3
0.6 8.0 39.2 21.6 30.7
56.8 5.1 9.7 22.2 0.6 4.5 1.1
67 41 39 43 5
2
14 60 43 76
110 10 13 44 8 6 4
34.4 21.0 20.0 22.1 2.6
1.0 7.2 30.8 22.1 39.0
56.4 5.1 6.7 22.6 4.1 3.1 2.1
127 81 77 77 9
3 28
129 81
130
210 19 30 83 9
14 6
34.2 21.8 20.8 20.8 2.4
0.8 7.5 34.8 21.8 35.0
56.6 5.1 8.1 22.4 2.4 3.8 1.6
Table 3 indicates that slightly more females (52.6%) participated in the study than males (47.4%). Most respondents were 26 years old or younger (34.2%), between 27 and 35 years old (21.8%) or either between 36 and 47 years or 48 to 66 years (20.08% respectively). The majority of respondents have either completed high school (34.8%) or have a university degree (35.0%) and are full-time employed (56.6%). It is furthermore evident that both groups of respondents (male and female) share very similar demographic characteristics with regard to their ages, highest level of education and employment status.
RESPONDENTS' CELL PHONE PATRONAGE HABITS
Table 4 provides an exposition of the cell phone patronage habits for the overall sample as well as for male and female respondents. TABLE 4: CELL PHONE PATRONAGE
Current cell phone brand used BlackBerry Nokia Samsung Apple HTC Sony Ericsson LG Motorola Vodafone
Time using current cell phone brand Less than 6 months 6 months or longer but less than 1 year 1 year or longer but less than 3 years 3 years or longer but less than 5 years 5 years or longer but less than 10 years Longer than 10 years
Males n
129 47
82 48 21 16 5 1 2 0 0
21 39 66 33 10 7
%
73.3 26.7
46.6 27.3 11.9 9.1 2.8 0.6 1.1 0.0 0.0
11.9 22.2 37.5 18.8 5.7 4.0
n
143 52
103 51 21 9 4 4 0 2 1
28 33 79 20 22 13
Females %
73.7 26.7
52.8 26.211 0.8 4.6 2.1 2.1 0.0 1.0 0.5
14.4 16.9 40.5 10.3 11.3 6.7
Total Sample n
%
272 99
185 99 42 25 9 5 2 2 1
49 72
145 53 32 20
73.3 26.7
50.0 26.8 11.4 6.8 0.5 2.4 1.4 0.5 0.3
13.2 19.4 39.1 14.3 8.6 5.4
A GENDER PERSPECTIVE OF BRAND LOYALTY IN THE SOUTH AFRICAN CELL PHONE INDUSTRY 347