Operationalizing the variables

The objective of this study was to establish the relationship between socio-demographic characteristics and the level of consumer sophistication. Consumer sophistication is explained by the following single item variables; information orientation, brand consciousness, quality judgement, new product knowledge, Intellectual property vigilance, environmental awareness and health awareness. Socio-demographic variables are explained by gender, age, income and education. The socio-demographic variables served as independent variables because they are used to predict levels of consumer sophistication among the various categories.

“Your goal in conducting quantitative research study is to determine the relationship between one thing [an independent variable] and another [a dependent or outcome variable] within a population. Quantitative research designs are either descriptive [subjects usually measured once] or experimental [subjects measured before and after a treatment]. A descriptive study establishes only associations between variables; an experimental study establishes causality.

Quantitative research deals in numbers, logic, and an objective stance. Quantitative research focuses on numeric and unchanging data and detailed, convergent reasoning rather than divergent reasoning [i.e., the generation of a variety of ideas about a research problem in a spontaneous, free-flowing manner]” (Labaree 2009:63). On the basis of this statement, this study constitutes a descriptive but logical and objective study. It is neither spontaneous nor divergent in its reasoning. The researcher will continue to make a case in forthcoming sections as to the choice in such a paradigm.

3.8.1 Information orientation

This is defined as a display of strong motivation towards shopping and searching for product information (Beatty and Smith, 1987). To analyse information orientation, respondents were asked to rank how much they agree with the following statement on a 5 point Likert scale, 1=disagree strongly and 5 = agree strongly

Question 1.

I seek information on mobile phone products before making a decision to purchase

3.8.2 Brand consciousness

For purposes of this research, the definition adopted is – Brand and value context in purchase decision-making (Liu, 2010)

Question 3.

Mobile phone brand is very important to me.

3.8.3 Quality Judgement

The definition adopted in defining this variable is sensitivity and ability to ascertain the quality level of a product (Kim and Jung 2012)

Question 4. I use brand to judge the quality of my mobile phone Intellectual property vigilance

Avoiding partaking in IP infringement (Jolly 2007)

Question 8.

I always go for authentic (original) rather than counterfeit (fake) mobile phone products.

3.8.4 New Product Knowledge

Ability of a consumer to act as an information broker, to whom others turn to seek opinion and information on consumption choices (Liu 2010)

Question 9.

I always know about new mobile products before they reach the market 3.8.5 Health Awareness

Consumption behaviour resulting from a consumer’s awareness of their health (JETRO 2006)

Question 11.

I am aware of the health implications of my mobile phone 3.8.6 Environmental Awareness

Consumption behaviour resulting from consumer’s awareness of the environment (JETRO 2006)

Question 12. I am aware of the environmental implication of my mobile phone.

All the dependent variables mentioned above were measured on a 5-point Likert scale.

As aforementioned a survey was used as a collection tool for this study. The survey was divided into 2 main parts. The first part consisted of 13 questions/statements adapted from the IPS model (2005) measured on a 5-point Likert scale. The author adapted the model and drafted measuring tools on its basis because it encapsulates consumer sophistication better than other existing literature. Another reason for this adaptation is the fact that its multidimensional nature allows for deeper insight into the level of consumer sophistication.

The second part of the survey contained questions about demographic data including the respondent’s age, gender and income.

The survey was attempted in total by 320 individuals. However, some of the respondents did not complete the whole set of questions which generated missing values during the data coding process. After cleaning up the data including outliers we were left with 307 completed surveys. The following provides a basic overview of the study sample: 55.9% were male while 44.1% were female; 36.9% of the respondents were between the ages of 16-25, 47.8%

were between the ages of 26-35, 10% were between 36-45, 3.4% were between 46-55 and

only 1.9% were over the age of 56; 11.5% of the respondents reported no income while 6.3%

said they were unemployed; 42% were regular employees whilst 12% reported as self-employed.

For the first part of the analysis (ANOVA) all the questions above were treated as single item variables to measure different aspects of consumer sophistication against a select list of influential socio-demographic characteristics. As indicated above, the dependent variables that measure consumer sophistication include information orientation, brand and quality judgement, intellectual property vigilance, new product knowledge, health awareness and environmental awareness.

Section 2 of the survey questionnaire consisted of questions designed to gather socio-demographic data of respondents. The independent variables gender, age, income and education were generated using the following questions.

3.8.7 Gender

Question 14. What is your gender?

The categorical response options were:

a) Male b) Female

3.8.8 Age

Question 15. What is your age range?

The categorical response options were:

(a) 16-25 (b) 26-35 (c) 36-45 (d) 46-55

(e) Over 55

3.8.9 Education

Question 16. What is the highest level of education you have completed?

The categorical response options were:

(a) Junior secondary School and lower (b) Senior Secondary School

(c) Vocational School/Junior college/Technical college/certificate

(d) Diploma

(e) Bachelor's degree (f) Graduate school

3.8.10 Income

Question 19. What is your monthly income from all sources?

The categorical response options were:

No Income (a) 1 -3,000 Pula (b) 3,001 -6,000

Pula

(c) 6,001- 9,000 Pula

(d) 9,001- 12,000 Pula

(e) 12,001- 15,000

Pula

(f) 15,001 - 18,000 Pula

(g) More than 18,000 Pula

There is an assumption of objectivity in quantitative research as it seeks to establish and explain association between variables using quantifiable data (Creswell, 2008). The survey data in this study was used to determine the relationship between socio-demographic variables (age, gender, education and income) to consumer sophistication in the form of information orientation, brand and quality awareness, new product knowledge, health and environmental awareness as well as Intellectual property vigilance.