A research on Chinese consumers’ buying behaviour towards mobile phone cases : Case company: Mozo Oy
Zhou, Wei (2014)
Zhou, Wei
HAAGA-HELIA ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014112416568
https://urn.fi/URN:NBN:fi:amk-2014112416568
Tiivistelmä
The aim of this bachelor’s thesis was to study Chinese consumers’ buying process when buying mobile phone cases. The research was done for a case company, called Mozo Oy. Mozo is a small design company planning to enter the Chinese market with their mobile phone accessories. The research question was to find out what Chinese consumer’s buying behaviour was like when buying a mobile phone case. This research mainly focused on the Chinese consumers’ decision making process, the way in which the Chinese consumers were influenced, and Chinese consumers’ product preferences when buying a mobile phone case.
The theoretical framework was built based on the model of buyer behaviour. It gave guidance to the empirical research. The theoretical part was based on theories that explain the model of buyer behaviour, basic concepts of consumer behaviour, culture as an influence on consumer behavior, consumer decision making process, consumers’ psychological core, and consumer inferences.
The main research method was quantitative. There was a questionnaire conducted to target Chinese consumers. The research was done via a Chinese survey website, called Wenjuan.com. The design of the survey was based on the theoretical framework.
The results of the survey illustrated the Chinese consumers’ buying process, influences on their buying process, and their product preferences when purchasing mobile phone cases. As a result, the case company could obtain information on Chinese consumer’s purchasing behaviour when buying mobile phone cases. The results of the survey showed that, the majority of Chinese consumers usually used less than three phone cases for one phone. Online web shops were the most common places for them to search the product information, and purchase the products. Fashion preference was the most influencial factor on Chinese consumers’ mobile phone cases buying behaviour.
The theoretical framework was built based on the model of buyer behaviour. It gave guidance to the empirical research. The theoretical part was based on theories that explain the model of buyer behaviour, basic concepts of consumer behaviour, culture as an influence on consumer behavior, consumer decision making process, consumers’ psychological core, and consumer inferences.
The main research method was quantitative. There was a questionnaire conducted to target Chinese consumers. The research was done via a Chinese survey website, called Wenjuan.com. The design of the survey was based on the theoretical framework.
The results of the survey illustrated the Chinese consumers’ buying process, influences on their buying process, and their product preferences when purchasing mobile phone cases. As a result, the case company could obtain information on Chinese consumer’s purchasing behaviour when buying mobile phone cases. The results of the survey showed that, the majority of Chinese consumers usually used less than three phone cases for one phone. Online web shops were the most common places for them to search the product information, and purchase the products. Fashion preference was the most influencial factor on Chinese consumers’ mobile phone cases buying behaviour.