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-recre...

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Main Authors: S. Y. Tzeng, W. M. Wong
Format: Article
Language:English
Published: AOSIS 2016-12-01
Series:South African Journal of Business Management
Online Access:https://sajbm.org/index.php/sajbm/article/view/77
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spelling doaj-14fc6474c0424393a25018356357f4932021-03-02T09:39:04ZengAOSISSouth African Journal of Business Management2078-55852078-59762016-12-01474839210.4102/sajbm.v47i4.7763Retention or defection? Chinese consumers’ decision-making styles for domestic and global brandsS. Y. Tzeng0W. M. Wong1Business School, Shantou UniversitySchool of Business and Management, University College of Technology SarawakThis 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 prices and 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.https://sajbm.org/index.php/sajbm/article/view/77
collection DOAJ
language English
format Article
sources DOAJ
author S. Y. Tzeng
W. M. Wong
spellingShingle S. Y. Tzeng
W. M. Wong
Retention or defection? Chinese consumers’ decision-making styles for domestic and global brands
South African Journal of Business Management
author_facet S. Y. Tzeng
W. M. Wong
author_sort S. Y. Tzeng
title Retention or defection? Chinese consumers’ decision-making styles for domestic and global brands
title_short Retention or defection? Chinese consumers’ decision-making styles for domestic and global brands
title_full Retention or defection? Chinese consumers’ decision-making styles for domestic and global brands
title_fullStr Retention or defection? Chinese consumers’ decision-making styles for domestic and global brands
title_full_unstemmed Retention or defection? Chinese consumers’ decision-making styles for domestic and global brands
title_sort retention or defection? chinese consumers’ decision-making styles for domestic and global brands
publisher AOSIS
series South African Journal of Business Management
issn 2078-5585
2078-5976
publishDate 2016-12-01
description 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 prices and 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.
url https://sajbm.org/index.php/sajbm/article/view/77
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