Chinese Buying Behaviour

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The Effect of Brand Equity on Consumer Buying Behaviour In the Laptop Market of China

By

Zhenyu Liu

2007

A Dissertation presented in part consideration for the degree of MA Management

University of Nottingham

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ABSTRACT

As the laptop market is teemed with increasingly competition and more sophisticated customers, effective branding strategies are a key tool for firms to acquire and maintain customers. However, consumer buying behaviour is complicated concept. Therefore, precisely understanding the consumer buying behaviour and how the brand elements affect the consumer’s buy decision can help firms to develop effective branding strategies. Based on the China’s laptop market, the purpose of this research is to investigate the relationship between brand equity and consumer buying behaviour. In particularly, the four components of brand equity i.e. brand awareness, perceived quality, brand association and brand loyalty are used to examine the effect of brand equity on consumer behaviour.

This research explores both secondary and primary data. The secondary data covers the background of China’s laptop market and the literature. The primary data, which is acquired form a questionnaire survey conducted in Shanghai, China from a random sample of 100 respondents, uses statistic analysis in order to investigate the relationship between four components of brand equity and consumer behaviour.

The research reveals that there is a relationship between brand awareness, perceived quality, brand association, brand loyalty and consumer behaviour in China’s laptop market. That means brand equity has an effect on laptop consumer’s buying behaviour in China. The results of this research to a certain extent can be a reference for marketers to have a clear understanding about the brand equity effects as well as consumer behaviour, and it would be helpful for them to design their specific brand strategies for different target groups, and, in turn, gain positive competitive advantage in the laptop market in China.

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ACKNOWLEDGEMENTS

I would like to express my sincere gratitude and special thanks to my supervisor Professor, T.C. Melewar, who has provided guidance, value advice and encouragement during this research study.

I would also like to thank my beloved parents, for their great and never-ending support companying with me all the way.

Furthermore, my deep appreciation to the consumers in Shanghai Taipingyang PC market who spent their valuable time in completing the questionnaire, without their responses this research could not have been accomplished.

Finally, I would like to thank all of my friends who along with me in the past year and give me a hand when I was in trouble. All these make me realize that nothing warms the heart like friendship.

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TABLE OF CONTENTS

ABSTRACT ACKNOWLEDGMENTS TABLE OF CONTENTS LIST OF TABLES LIST OF FIGURES CHAPTER 1 INTRODUCTION ................................................................................1 1.1 The Background of Research............................................................................1 1.2 The Objective of Research................................................................................2 1.3 Briefe View of Methodology ............................................................................2 1.4 The Structure of Study......................................................................................3 CHAPTER 2 LITERITURE REVIEW.......................................................................4 2.1 Introduction......................................................................................................4 2.2 The Importance of Consumer Behaviour ..........................................................4 2.2.1 The Definition of...
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