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Data Analysis, International Business Research
- 1. CONQUERING the Market Jennie Ran J. Ademar Perez Miracle Li Chinese Consumers and International Mobile Phone Brands
- 2. Introduction
- 3. When asked what factors influence brand choice, respondents referenced: International Reputation Innovation Capability Uniqueness Social Influences What’s Widely Used Our hypothesis: the best performing brands will exhibit these characteristics.
- 4. Methodology • Substituted a neutral value where data was missing • Eliminated four responses due to respondents’ misunderstanding of instructions • We chose to include all of the underage respondents because their responses were thorough and well thought out • Visited the BLCU Canteen to conduct surveys. Focused on First and Fourth Floor gathering areas
- 5. Structure 1. Demographics and Attitudes 2. Top Performing Brands & their Characteristics 3. Imitation & its significance to respondents 4. Comparisons of Data 5. Conclusions & Recommendations
- 6. Demographics
- 7. 21Years of age Student Average Respondent
- 8. 7out of 10respondents are Female
- 11. iPhone xiaomi HTC Others Huawei Samsung 63%of respondents currently use iPhone SAMSUNG is the next most popular brand with 11%
- 12. 1 2 3 4 5 6 Extremely Conscious Extremely Unconscious W When asked to rate Chinese consumer knowledge about the market, the average respondent chose a “4.” The three most important features to the average respondent are, in order: 1. Fashionable 2. Exterior Design 3. Brand Reputation
- 13. iPhone
- 14. o86% of respondents ranked iPhone as No. 1 Fashionable Shape Expensive good quality Beautiful Feels Good Design Convenient Solid Runs smoothly
- 15. “Apple has its own operating system.” “OSX System is perfect.” “Has lots of apps.” “Update frequently.”
- 16. 1 2 3 4 5 6 Extremely High Extremely Low W 1 2 3 4 5 6 Extremely Superior Extremely Inferior W 1 2 3 4 5 6 Extremely Unique Extremely Common W International Reputation of Brand Superiority of Brand Quality Brand Uniqueness
- 17. Samsung
- 18. o33% of respondents ranked Samsung in their top 3 Good Hardware Expensive good quality Beautiful Feels Good Korean Fashionable Solid Unstable price
- 19. 1 2 3 4 5 6 Extremely High Extremely Low W 1 2 3 4 5 6 Extremely Superior Extremely Inferior W 1 2 3 4 5 6 Extremely Unique Extremely Common W International Reputation of Brand Superiority of Brand Quality Brand Uniqueness
- 20. “supply can’t meet demand.” “nothing special in recent years.” “unstable price.” “Not good interface.”
- 22. oHuawei Ordinary good quality Good Performance Made in China Cheap
- 23. Huawei 1 2 3 4 5 6 Extremely High Extremely Low W 1 2 3 4 5 6 Extremely Superior Extremely Inferior W 1 2 3 4 5 6 Extremely Unique Extremely Common W International Reputation of Brand Superiority of Brand Quality Brand Uniqueness
- 24. “Ordinary, cheap, and low quality.” “I don’t know this brand.” “High Cost-Performance Ratio.” “Great Hardware, Better Signal.”
- 25. Imitation
- 26. “Chinese phones are easier to be imitated.” “Only Physical appearances can be copied, not intellectual Property.” To the average respondent, iPhone ranked as the hardest to imitate, while brands like Huawei, VIVO, Sony, and LG were easier to imitate.
- 27. Comparisons
- 28. o Currently Used Smartphone FG: 42% XiaoMi FW: 68% iphone iPhone ranked No. 1in both FG and FW o Ability to be Imitated FG: 67% iphone “6” Hardest to imitate FW: 36% iphone “6” Hardest to Imitate
- 29. Conclusion
- 30. Qualities like International Reputation, Uniqueness, and What’s Widely Used are very important to consumers, and brands that focus on these qualities do well. Brands that focus on exclusivity, like an exclusive operating system, unique hardware, and frequent application updates, receive more praise.
- 31. Recommendations struggling brands should focus on: differentiating themselves in the market striving for uniqueness aim for simplicity when designing creating exclusive content update frequently