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Consumer perception of high-tech product brands in China

  • The purpose of this study is to bring China closer to the audience, especially from the marketing perspective. The automotive industry, textile industry, technological industry, food, and beverage industries and much more have developed themselves in the Chinese market. Subsequently, the writer chose one sector of the technology industry, which are smartphones. The focus of this thesis is already available smartphone brands in China. The perception of smartphone brands should help in determining how the producing country is looked at, if the image clouds the judgment and if consumers are loyal to brands. These insights allow us to draw conclusions and recommendations for the communication and design of smartphone brands.

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Author:Rohail Qadri
Advisor:Andri Mahefa, Thomas Rink-Neave
Document Type:Bachelor Thesis
Language:English
Name:-
-, 63329 -
Date of Publication (online):2017/04/12
Year of first Publication:2017
Publishing Institution:Westsächsische Hochschule Zwickau
Date of final exam:2017/04/12
Tag:Brands; China; Marketing research; Perception
GND Keyword:China; Marketingforschung; Umfrage
Page Number:108 Seiten, 60 Abb., - Tab., 98 Lit.
Faculty:Westsächsische Hochschule Zwickau / Wirtschaftswissenschaften
Release Date:2019/10/25