Original Research

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

S. Y. Tzeng, W. M. Wong
South African Journal of Business Management | Vol 47, No 4 | a77 | DOI: https://doi.org/10.4102/sajbm.v47i4.77 | © 2018 S. Y. Tzeng, W. M. Wong | This work is licensed under CC Attribution 4.0
Submitted: 23 March 2018 | Published: 30 December 2016

About the author(s)

S. Y. Tzeng, Business School, Shantou University, China
W. M. Wong, School of Business and Management, University College of Technology Sarawak, Malaysia

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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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