Chinese Buying Behaviour

23603 Words Dec 21st, 2010 95 Pages
The Effect of Brand Equity on Consumer Buying Behaviour In the Laptop Market of China

By

Zhenyu Liu

2007

A Dissertation presented in part consideration for the degree of MA Management

University of Nottingham

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ABSTRACT

As the laptop market is teemed with increasingly competition and more sophisticated customers, effective branding strategies are a key tool for firms to acquire and maintain customers. However, consumer buying behaviour is complicated concept. Therefore, precisely understanding the consumer buying behaviour and how the brand elements affect the consumer’s buy decision can help firms to develop effective branding strategies. Based on the China’s laptop
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......................................7 2.4.1 Cultural Factors .........................................................................................7 2.4.2 Social Factors ............................................................................................7 2.4.3 Personal Factors.........................................................................................8 2.4.4 Psychological Factors ..............................................................................10 2.5 The Buying Decision Process .........................................................................11 2.6 The Importance of Branding ...........................................................................13 2.7 What is Brand Equity .....................................................................................14 2.8 Aaker’s Model................................................................................................15 2.8.1 Brand Awareness and Its Effect on Consumer Behaviour.........................16 2.8.1.1 What is Brand Awareness .................................................................16 2.8.1.2 Brand Awareness Effect on Consumer Behaviour .............................17 2.8.2 Perceived Quality and Its Effect on Consumer Behaviour ........................18 2.8.2.1 What is