Artikel
Retention or defection? Chinese consumers' decision-making styles for domestic and global brands
This study explores consumers' decision-making in terms of intention to switch to foreign brands from domestic brands when purchasing cell phones and sports shoes. A survey of 584 undergraduates in Guangdong, China, shows that domestic brands retain their low quality-conscious, low fashion-and-recreational-conscious and low price-conscious customers and attract low brand-conscious and high choice-confused buyers from foreign brands. Foreign brands typically retain their consumers who are highly conscious of fashion and recreation and keep and draw customers with low choice confusion. High-price-conscious consumers and those who are highly brand-confused will assess foreign and domestic brands when searching for bargains. Regarding managerial implications, local brands should offer products of high quality at low pricesand constantly invest in R D; foreign brands may expand their customer bases and build interactive brand channels; all companies can retain brand-confused customers with preferential packages and design their marketing strategies based on decision-making styles of their target consumers.
- Sprache
-
Englisch
- Erschienen in
-
Journal: South African Journal of Business Management ; ISSN: 2078-5976 ; Volume: 47 ; Year: 2016 ; Issue: 4 ; Pages: 83-92 ; Cape Town: African Online Scientific Information Systems (AOSIS)
- Klassifikation
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Management
- Ereignis
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Geistige Schöpfung
- (wer)
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Tzeng, S. Y.
Wong, W. M.
- Ereignis
-
Veröffentlichung
- (wer)
-
African Online Scientific Information Systems (AOSIS)
- (wo)
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Cape Town
- (wann)
-
2016
- DOI
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doi:10.4102/sajbm.v47i4.77
- Handle
- Letzte Aktualisierung
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10.03.2025, 11:43 MEZ
Datenpartner
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
Objekttyp
- Artikel
Beteiligte
- Tzeng, S. Y.
- Wong, W. M.
- African Online Scientific Information Systems (AOSIS)
Entstanden
- 2016
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