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: 137 | Downloads: 31 | 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
References
Ahmed, K. (2017, September 26). Retrieved from https://dailytimes.com.pk/115257/pakistan-emerges-as-top-market-for-smartphones
Amin, T. (2021). Mobile industry in Pakistan: Economic contribution can reach '$24bn' by 2023: GSMA. Islamabad: brecorder. Retrieved from https://www.brecorder.com/news/40116879
Anderson, D. e. (2015). An introduction to management science: quantitative approaches to decision making.
Ashraf, M., Naeem, M., & Shahzadi, M. (2017). Impact of Branding on Consumer Buying Behavior. International Journal of Academic Research in Business and Social Sciences, 603. Retrieved from HR Mars: https://hrmars.com/papers_submitted/3124/Impact_of_Branding_on_Consumer_Buying_Behavior.pdf
ASOS. (2019, 02 28). Retrieved from Get Inspired: https://www.asos.com/discover/as-seen-on-me/
Australian Bureau of Statistics. (2020). Retrieved from https://www.abs.gov.au/websitedbs/d3310114.nsf/home/Basic+Survey+Design+-+Questionnaire+Design
Badgaiyan, & Verma, A. (2014). Intrinsic factors affecting impulsive buying behaviour—Evidence from India. Journal of Retailing and consumer services, 537-549. doi: 10.1016/j.jretconser.2014.04.003
Bhasin, H. (2018, 02 14). Marketing91. Retrieved from https://www.marketing91.com/types-of-decision-process
Boundless.com. (2022). Retrieved from http://www.library.snls.org.sz/boundless/boundless/definition/extensive-decision-making-buying-behavior/index.html
Calvello, M. (2020). 5 Statistical Analysis Methods That Take Data to the Next Level.
Cantor, A. M. (2019, august 30). The importance of branding: why branding matters. Retrieved from 99 designs by vista: https://99designs.com/blog/logo-branding/importance-of-branding
Caramela, S. (2022, June 29). Retrieved from https://www.business.com/articles/5-reasons-why-product-quality-matters
Chambers, S. (2020). Retrieved from https://www.nicereply.com/blog/the-importance-of-customer-loyalty
Clootrack. (2022). Retrieved from https://www.clootrack.com/knowledge_base/what-is-consumer-behavior#:~:text=Consumer%20buying%20behavior%20refers%20to,buy%20and%20use%20certain%20products.
Counter, S. (2020). Retrieved from https://gs.statcounter.com/vendor-market-share/mobile/pakistan
Desk, W. (2020, November 19). Retrieved from https://en.dailypakistan.com.pk/19-Nov-2020/tecno-becomes-second-most-selling-brand-in-pakistan#:~:text=According%20to%20the%20IDC's%20%E2%80%9CHandsets,OPPO%2C%20Vivo%2C%20and%20Infinix.
Edu, T. L. (2021). Research Design. Wings.
Fisher, J. E. (1987, January 19). Social Class and Consumer Behavior: the Relevance of Class and Status. Retrieved from The Association of Consumer Research: https://www.acrwebsite.org/volumes/6747/volumes/v14/NA%20-%2014
Garbarino, E., & Johnson, M. S. (1999). The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships. Journal of Marketing, 87.
Grand Canyon University. (2021, 12 10). Retrieved from https://www.gcu.edu/blog/doctoral-journey/quantitative-research-design-methods-writing-dissertations
Haley, R. I., Hughes, G. D., & Klompmaker, J. E. (1976). Test Marketing in Product Development. Harvard Business Publishing.
Haymond, A. (2022, September 09). Effects of Socioeconomic Status on Consumer Behavior and Attitudes Towards a Brand’s Image. Retrieved from University of Nebraska - Lincoln.: https://digitalcommons.unl.edu/honorstheses/425/
How Brand Loyalty Affects Consumer Behaviour? (2022, February 07). Retrieved from drop thought: https://www.dropthought.com/how-brand-loyalty-affects-consumer-behaviour
Influence of Culture & Social Class. (2021, August 24). Retrieved from Tutorials Point: https://www.tutorialspoint.com/consumer_behavior/culture_and_social_class_influence.htm
Jenn, N. C. (2006). Designing A Questionnaire. PubMed Central, 32-35.
Keller, K. L. (2000, January). The Brand Report Card. Retrieved from Harvard Business Review: https://hbr.org/2000/01/the-brand-report-card
Kleiderly. (2022). Retrieved from https://kleiderly.com/blogs/kleiderly-magazine/the-4-types-of-buying-behaviour
Lamb, C. (2003). Grademaker Sg Marketing. . New Jersey: Thomson South-Western.
Lamb, C. H., & McDaniel, C. (2011). MKTG 4. In C. H. Lamb, & C. McDaniel. Mason: Cengage.
Mack, S. (2019, 03 15). Chron. Retrieved from small business.chron: https://smallbusiness.chron.com/role-perception-consumer-behavior-67136.html
McCain. (2022). Retrieved from https://www.mccain.com/
Okoli, A. (2020). zoovu.com. Retrieved from https://zoovu.com/blog/types-buying-behavior/
OpenLearn. (2017). Retrieved from https://www.open.edu/openlearncreate/mod/oucontent/view.php?id=81567§ion=2.3
Organizing Academic Research Papers: Types of Research Designs. (2022). Retrieved from Sacred Heart University: https://library.sacredheart.edu/c.php?g=29803&p=185902
Pahwa, A. (2022). Retrieved from https://www.feedough.com/brand-image-explanation-examples/
QuestionPro. (2022). Retrieved from https://www.questionpro.com/blog/research-design/
Rani, P. (2014). Factors influencing consumer behaviour. International journal of current research and academic review, 52-56.
Rook, D. (1987). “The buying impulse”. Journal of Consumer Research, 14 , 189-199.
Rowley, J. (2001). Information Marketing. Oxon: Routledge.
Samuel, N. (2021, August 19). Retrieved from https://latana.com/post/branding-affects-consumer-behavior/
Shabir, S. (2021, June 11). Retrieved from https://technologytimes.pk/2021/06/11/top-5-most-selling-smartphone-brands-in-pakistan-may-21/
Sharma, M. (2014). The impact on consumer buying behaviour: Cognitive dissonance. Global Journal of Finance and Management,, 833-840. doi:10.1016/S0148
Social Class and Buying Behavior. (2017, July 18). Retrieved from https://ebookbou.edu.bd/Books/Text/SOB/MBA/mba_4321/Unit-07.pdf
Socioeconomic Status. (2019). Retrieved from American Psychological Association: https://www.apa.org/topics/socioeconomic-status
Spacey, J. (2015). Retrieved from https://simplicable.com/new/brand-quality
Takeuchi, H., & Quelch, J. A. (1983, March 18). Quality Is More than Making a Good Product. Harvard Business Review. Retrieved from Research Leap: https://researchleap.com/effects-of-brand-quality-brand-prestige-on-brand-purchase-intention-of-mobile-phone-brands-empirical-assessment-from-kenya/#:~:text=Brand%20quality%20is%20defined%20as,influence%20on%20consumer%20purchasing%20behavior.
Team, B. C. (2021). Habitual Buying - Meaning, Importance & Example. mbaSkool.
Thompson, J. (2022, June 29). Consumers Have Humanlike Relationships With Brands. Retrieved from Business News Daily: https://www.businessnewsdaily.com/2821-consumers-relationships-brands.html
WHAT IS A SOCIAL CLASS - CONSUMER BEHAVIOUR. (2021). Retrieved from Wisdom jobs: https://www.wisdomjobs.com/e-university/consumer-behaviour-tutorial-94/what-is-a-social-class-10500.html
Wisenblit, L. G. (2015). Consumer Perception. In L. G. Wisenblit, Consumer Behavior. Pearson.
Wood, W. (2009, June 09). The Habitual Consumer. Retrieved from Journal of Consumer Psychology: https://dornsife.usc.edu/assets/sites/545/docs/Wendy_Wood_Research_Articles/Habits/wood.neal.2009._the_habitual_consumer.pdf
Cite this Article: