Original Research
Retention or defection? Chinese consumers’ decision-making styles for domestic and global brands
Submitted: 23 March 2018 | Published: 30 December 2016
About the author(s)
S. Y. Tzeng, Business School, Shantou University, ChinaW. M. Wong, School of Business and Management, University College of Technology Sarawak, Malaysia
Full Text:
PDF (675KB)Abstract
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.
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Crossref Citations
1. Does regional bias matter? Examining the role of regional identification, animosity, and negative emotions as drivers of brand switching: an application in the food and beverage industry
Dalia Abdelwahab, Sonia San-Martín, Nadia Jiménez
Journal of Brand Management vol: 29 issue: 1 first page: 111 year: 2022
doi: 10.1057/s41262-021-00260-8