Retention or defection? Chinese consumers' decision-making styles for domestic and global brands

被引:2
作者
Tzeng, S. Y. [1 ]
Wong, W. M. [2 ]
机构
[1] Shantou Univ, Sch Business, 243 Daxue Rd, Shantou 515063, Guangdong, Peoples R China
[2] Univ Coll Technol Sarawak, Sch Business & Management, 868 Persiaran Brooke, Sibu Sarawak 96000, Malaysia
关键词
SERVICE PROVIDERS; COMMITMENT; ORIGIN; LINK;
D O I
10.4102/sajbm.v47i4.77
中图分类号
F [经济];
学科分类号
02 ;
摘要
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.
引用
收藏
页码:83 / 92
页数:10
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