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...
Main Authors: | , |
---|---|
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 |
id |
doaj-14fc6474c0424393a25018356357f493 |
---|---|
record_format |
Article |
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 |
work_keys_str_mv |
AT sytzeng retentionordefectionchineseconsumersdecisionmakingstylesfordomesticandglobalbrands AT wmwong retentionordefectionchineseconsumersdecisionmakingstylesfordomesticandglobalbrands |
_version_ |
1724238775824941056 |