Consumers Perception towards Chinese Smart Brand Phone TECNO
Author(s)
Dr. Masood Hassan , Mohammad Wasay Abbasi , Ali Ashad Siddiqui , Hamza Aijaz , Haris Khan ,
Download Full PDF Pages: 91-103 | Views: 190 | Downloads: 44 | DOI: 10.5281/zenodo.7154130
Abstract
In this study paper for Greenwich University, quantitative research was conducted using hypothesis testing along with Statistical tools to find out consumer’s perception and buying behavior towards the Chinese Mobile phone brand – TECNO. TECNO, which was founded in 2006, arrived in Pakistan 11 years later; 2017. TECNO has always adhered to the motto "Think Globally, Act Locally" by developing smart gadgets that are tailored to the unique requirements of distinct geographic areas. By offering multi-sensory devices that are ideal for rich visual and aural effects, it has elevated its degree of popularity among young people. Even though consumer perception and buying behavior are two separate ideas, they are connected and are both crucial when conducting consumer research. Consumer perception is the process by which consumers select, organize, and interpret inputs to produce an insightful and persuasive understanding of the outside world. Whereas the study of consumer actions when deciding whether to buy a product that satisfies their wants is known as buying behavior. It is a study of consumer behavior and what drives people to buy and utilize products. For marketers, understanding & studying consumer purchasing behavior and their underlying perception about a brand is essential because it enables them to know what their target market wants from them. Research method chosen for this paper was solely quantitative. Data collection, population, sample size and statistics were collected, analyzed, and interpreted from Karachi based citizens. By studying the numerical and statistical data supplied in this research from the responses of various consumers and retailers of TECNO, there will be an increase in the present understandings of the Pakistani mobile makers & wholesalers who are producing sections of TECNO in Pakistan. It will provide them with a clear image of where TECNO stands in the market, allowing them to improve its features or make some changes to increase TECNO's acceptance in Pakistan. The results obtained from this research were in high correlation with the independent variables considered under hypothesis testing. Customer’s social-economic status, brand quality, brand image, brand loyalty are all the factors which heavily affects consumer’s perception and buying behavior towards a brand
Keywords
Perception, Consumer, Chinese, Smart Phone, TECNO
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