Influence of Globalisation on Consumer Preferences and Brand Choices: Case of the Smartphone Industry in China

Abstract

The research is based on assessing the influence of globalisation on consumer preference and choices in the smart phone industry of China. The research objectives and questions also consider the influence of globalisation on consumer behaviour and the changes initiated in the regional market as a result of globalisation. The literature review reflected that customers are rational decision makers wherein information is a key part of their purchase decisions. This signifies the importance of engaging with new brands in market and understanding increase in competition in the market as well as changes in quality of products and services. The researcher decided to engage in quantitiave analysis with SPSS and Ms-Excel statistical software for the primary data gathered with an online Likert Scale survey performed on 202 Chinese smart phone consumers. The data analysis and interpretation revealed that while consumers value international brands, there is also support for regional brands and the trust factor is more favourable for regional brands. Based on the findings, it was suggested that foreign brands should focus on improving their post purchase consumer service and reduce communication barriers in order to gain support of the consumers.