Retention or defection? Chinese consumers’ decision-making styles for domestic and global brands
South African Journal of Business Management
| Field | Value | |
| Title | Retention or defection? Chinese consumers’ decision-making styles for domestic and global brands | |
| Creator | Tzeng, S. Y. Wong, W. M. | |
| 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 pricesand constantly invest in RD; 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. | |
| Publisher | AOSIS | |
| Date | 2016-12-30 | |
| Identifier | 10.4102/sajbm.v47i4.77 | |
| Source | South African Journal of Business Management; Vol 47, No 4 (2016); 83-92 2078-5976 2078-5585 | |
| Language | eng | |
| Relation |
The following web links (URLs) may trigger a file download or direct you to an alternative webpage to gain access to a publication file format of the published article:
https://sajbm.org/index.php/sajbm/article/view/77/71
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