Özet:

Consists of wider experience areas for consumption activities, Generation has lots of differences from the other generations. In particularly, they also have the abilities for using communication channels with the maximum level more clearly. In this study, we examine the consumption patterns of Y generation that are represented approximately 25% of Turkey’s population. The aim of the study is to investigate the relationship among gender, income characteristics within their preferences mobile phones and GSM operators of this generation. The survey was conducted with 294 students who were also students of Mersin and Cag Universities. The result of the study indicated that there were no significant relation within individuals’ gender and mobile phone brand they used; within their gender and GSM operator they preferred, and within their income and preferred GSM operator. Besides this, there is a significant relation between their income and their preference of Mobile Phone brand. This positive relation means that when their income levels become higher depending to this their brand preference will be changed. The other hypothesis tested with mobile phone brands has a significant relationship between the GSM operators. According to the results of the most preferred GSM operator, 46.6% 'of Turkcell; while the most preferred brand is respectively Nokia (54.3%). Approximately half of them (%42) prefer the phone which has the familiar features that their phone has when they decide to buy the new one

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