Consumer Brand Preference in China


Added on  2020-03-16

10 Pages2041 Words39 Views
Marketing Research 1MANAGING RESEARCHNameCourseProfessor’s NameUniversityCity (State)Date
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Marketing Research 2Managing Research Question 1Research is a vehicle through which a theory is developed. It is the process in which data that relates to the research is gathered. This applies whether the reason for which the research is conducted is to test a theory or generate one. Therefore, if the research is testing a theory, the data to be used will be dependent on the theory. On the contrary, if the purpose of the research was to generate a theory, the different variables involved will be used in the process. The purpose of this research is to explore how the different styles of decision making by the Chinese customers influence their switching from domestic to foreign brands.There are different types of theories that are used in the research process. These include; relational, descriptive, and explanatory. In this case, the type of theory that is being used is a relational theory and the research design used is correlational(Creswell, 2014). This is because the research aims at finding out customers’ decision making styles in order to consequently relate them to their purchasing habits of either local or foreign brands and to find out the reasons that cause the customers to switch from one brand to another.The research has properly defined the problem statement. First, it has provided background information on the current competition levels between local and international brands in China. It has also stated the reasons for the preference of foreign brands by the majority of Chinese people. These have been said to be due to their high quality levels and symbolic value. There are factors that have also been identified to be the major reasons for customers switching from
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Marketing Research 3local to foreign brands. These have been said to be; presence of attractive alternatives, switching costs, and customer satisfaction levels. However, it has already been established that these factors do not always guarantee switching and that is why this research was geared towards investigating how decision making affects the switching intention.This study has different variables that are being investigated that are presented as the research questions (Liamputtong, 2013). First, the research aims at finding out whether, if price was not a factor of consideration, customers would switch from the brands they are currently using. Second, it aims to find out how the different customer decision making styles affect their switching intentions. Finally, the research is geared towards finding out whether demographic factors affect the intention for customers to switch. All these research problems are concise and easy to understand.The research has defined the problem by stating the variables, and it has concentrated on building relationships that are internally consistent and that will be useful in making specific predictions through the research questions. This problem statement is also very favorable because past research studies have not sufficiently answered it. It has also been able to generate research questions. Finally, the research problem is directly related to the end goal that the research wishes to achieve (Nuttin and Lens, 2011). However, weaknesses in regards to the research questions are shown in that the research has not properly labelled them which could be time consuming for someone who was only interested in the major parts of the research.
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