Chinese Buying Behaviour
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
By
Zhenyu Liu
2007
A Dissertation presented in part consideration for the degree of MA Management
University of Nottingham
PDF created with pdfFactory trial version www.pdffactory.com
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
References: 1 PDF created with pdfFactory trial version www.pdffactory.com manufacturers, and only 15% of which is left for those small manufacturers (Electronics report, 2006) 2.3 A model of consumer buying behaviour Kotler(2003) suggested a stimulus-response model that divides consumer behaviour into three sections as showed below. an individual to new behaviours but also have effect on individual’s attitude and selfconcept, which in turn influence actual brand preference and choice. Therefore, in other words, references lead the market trends (Kotler, 2000).