Jansen van Rensburg, L.R.Goldberg, R.H.Swart, Emetia Meria2021-09-162021-09-162021https://orcid.org/0000-0002-2347-0051http://hdl.handle.net/10394/37469MCom (Marketing Management), North-West University, Potchefstroom CampusNumerous studies have been conducted on consumers’ lifestyles and perceived value of consumers. Marketers and organisations have, however, overlooked the effect that these two terms have on the purchase intention of consumers. Based on the literature review, it was found that consumer lifestyle and perceived value include various dimensions. It is of great importance for marketers to identify the lifestyle and perceived value of consumers to gain greater insight into how it can affect their buying behaviour. Such knowledge will allow marketers to provide certain products and services that will address the specific needs and preferences of their consumers. Although the availability and new technology developments of cellular services have been increasing, limited research has focused on the buying behaviour of cellular users. In previous literature, the cellular industry has been evaluated, but none of the studies indicated the interrelationship between perceived value, lifestyle and purchase intention. Therefore, the cellular industry was used for this study. This study investigated various concepts including marketing, consumer behaviour, segmentation, lifestyle segmentation, perception, perceived value and purchase intention. Studying the buying behaviour of consumers, will permit marketers to ask questions such as how, what, where, when and why consumers purchase and consume various products or services, This will in return help marketers then to develop appropriate marketing strategies, specifically in the cellular industry. When a market is segmented effectively, marketers can position their products and services in a way that they appeal to the targeted consumer segment. Thus, this study hopes to assist marketers in their efforts to formulate marketing strategies that target cellular users more effectively. In order to determine the effect of lifestyle and perceived value on the purchase intention of consumers within the South African cellular industry, 16 secondary objectives were formulated. The specific lifestyle dimensions chosen for this study were entertainment, club membership, shopping, fashion consciousness, and media. The specific perceived value dimensions chosen for this study included price value, functional value, emotional value, and social value. For the purposes of this study, a descriptive research design was chosen. In order to support the descriptive research design, this study utilised a quantitative research approach in the form of self-administered surveys to collect primary data. The target population included residents from the North West Province, specifically from the three chosen central areas, namely Klerksdorp, Potchefstroom and Rustenburg, who owned any type of cellular phone and were aged 18 years or older. The data that was collected for this study was captured, coded and edited by using the Statistical Package for the Social Sciences (SPSS) version 26, which entailed entering the collected data into an electronic data file and creating a data set. The questionnaires collected for this study were checked manually to ensure that only questionnaires that have been completed properly and accurately, were analysed. Before analysing the data, the reliability and validity of the measurement scales were determined. For the purpose of this study, a standard multiple regression analysis was used to determine the interrelationships between the constructs of the study (i.e. lifestyle, perceived value and purchase intention). The results of the study indicated a moderately high level of all the lifestyle and perceived value dimensions, as well as purchase intention among the respondents. It was also concluded that a practically significant relationship was found between all the lifestyle and perceived value dimensions and purchase intention. The difference of perceptions of the lifestyle dimensions, perceived value dimensions, and purchase intention with regard to their demographic differences, were also included in the results and can be used to adjust marketing strategies accordingly. Several conclusions and recommendations were discussed and therefore, it can be recommended that marketers and cellular businesses should focus their resources on composing marketing strategies that are in congruence with the lifestyles and perceived value of consumers in order to increase sales. Cellular businesses should, therefore, provide their consumers with entertainment experiences, efficient club membership options and services, various shopping options, fashionable products, media functions, top of the range products in terms of functionality, various price options and packages, an emotional bond or feeling, and products that will allow the consumer various opportunities to interact sociably. These recommendations will enhance the chances of the consumer making the purchase.enMarketingConsumer behaviourPerceived valueMarket segmentationLifestylePurchase intentionCellular network providersThesis