Understanding Cross-attribute variance for Smartphone on brand loyalty and Purchasing Behaviour among Chinese Consumers Abstract In this research paper, the researcher will shed light on role of cross functional attributes of Smartphone in context to brand loyalty and purchase decision of Chinese consumers…
The researcher has used qualitative research methodology in order to address the key research problems. Theoretical arguments of various research scholars have been used in order to develop theoretical argument in the paper. Market research report on Chinese consumer behaviour towards Smartphone and previous research works on the topic have been used in order to conduct the qualitative data analysis. The researcher found that individual attributes such as cash back offer, EMI schemes, wide screen size, touch sensitivity, HD quality movie watching facility, gaming options, availability of applications, metallic body, practical usable functions in Smartphone can influence purchasing decision and brand loyalty among Chinese Smartphone users. Lack of use of primary data to analyze consumer behaviour regarding particular product attribute is major limitation for the study. Findings of this research paper can be used by future Smartphone marketers in order to enhance brand loyalty among Chinese customers by influencing their purchasing decisions. Table of Contents Table of Contents 3 Chapter 1: Introduction 7 1.1. Purpose of the Research 9 1.2 Research Questions 9 Chapter 2: Smartphone Industry in China 10 Chapter 3: Literature Review 11 3.1 Introduction 11 3.2 Price 12 3.3 Design 13 3.4: Applications 15 3.5: Flexibility 17 3.6 Motivation 19 3.7 Conclusion 21 Chapter 4: Research Methodology 22 4.1 Introduction 22 4.2 Research Approach 22 4.3 Research Strategy 22 4.3.1 Phenomenology 23 4.3.2 Ethnography 24 4.3.3 Grounded Theory 24 4.3.4 Case Study and Literature Review 24 4.4 Philosophical Underpinnings 25 4.5 Qualitative Data Analysis 27 4.6 Ethical Consideration 27 4.7 Conclusion 28 Chapter 5: Analysis and Interpretation 28 5.1 Introduction 28 5.3 Price Benefits 35 5.4 Superior Design 36 5.5 Application and Flexibility 37 5.6 Motivation 40 5.7 Conclusion 41 Chapter 6: Conclusion, Recommendation and Limitation 42 6.1 Managerial Implications 44 6.2 Future Recommendations for Researchers 45 6.3 Limitations 45 Appendices 54 Appendix 1: Gantt chart 54 List of Figures Figure No. Figure Name Page No. 1 2004-2010 Sales of Smartphone in China 30 2 Smartphone OS Market Share in China-2011 31 3 Business Performance of Chinese Carriers 32 4 Mobile Phone Market Share in China 33 5 Smartphone Market Share in China 33 6 Smartphone Price Decline in China 34 7 Flexible Smartphone Use by Chinese Customers 39 8 Location wise Smartphone Use by Chinese Customers 40 List of Tables Table No. Table Name Page No. 1 Star Tinji i9300 versus Samsung Galaxy S3 38 Chapter 1: Introduction In recent times, advent of latest technologies have completely revolutionized the mobile phone manufacturing industry, marketer’s perception regarding use of mobile phone as potential marketing tool and most importantly consumer’s perception about mobile phone applications (Wei and Lo, 2006). According to Wei and Lo (2006), mobile phones manufacturers have transformed the mobile phone from being a device for communication to a device which is capable of virtual mobility, able to personalize social interaction and able to offer multiple applications which can help customers to perform their task in more responsive and customized manner. From the technological perspectives, transformed version of mobile phones which is basically a multimedia machine is known as Smartphone. Wei and ...
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