A Consumer Study of Chinese Smartphones Influences of Purchase Intention in Sweden

Sammanfattning: Title: A Consumer Study of Chinese Smartphones: Influences of Purchase Intention in Sweden Seminar Date: May 31st 2017 Course: BUSN39 Business Administration: Global Marketing Authors: Natalia Lopez Casco and Tianyao Zhang Supervisor: Ulf Johansson Key Words: International Marketing; Consumer Behavior; Purchase Intention; Brand Familiarity; Product Quality; Country of Origin; Huawei; Chinese smartphones; marketing strategy. Purpose: The purpose of this research was to explore the elements that influence purchase intention of Chinese smartphones in Sweden. Precisely, the researchers investigated some of the possible reasons why Swedish consumers are switching from traditional brands to Chinese brands of smartphones and the elements that influenced their decision. Methodology: The researchers followed an abductive approach and applied qualitative methods for data collection all backed up on the basis of social constructionism. Specifically, these choices were sustained by the need understand the elements that have led Chinese smartphones to acquire a large market share of the European market, particulary in Sweden. This research utilized a consumer study strategy to answer the research and sub-research question. Theoretical Perspective: The study focused on analyzing and evaluating the areas of literature that were most relevant to achieve the aims of this study and to answer the research question and sub- research question. The researchers examined studies in the areas of consumer behavior, purchase intention, and international marketing. Empirical Data: The researchers applied a triangulation method for the collection of data. In particular, scholars conducted 2 focus groups and 3 semi-structured interviews. The methods of data collection were combined with direct observation and documentation in order for the researchers to obtain a particular view of the influences that made the most impact for the Swedish smartphone consumer. Conclusion: The researchers developed a revised theoretical model, which allowed them to visualize more concretely what are the elements that affect purchase intention. In addition the researchers compared the old model with the answers from the respondents and found similar and different aspects that were included in a revised theoretical model. Furthermore, the revised model was able to shed some light on the elements that influenced each individual construct of purchase intention, which allowed us to categorize consumers into different types: price sensitive and trust sensitive. The model also guided the researchers to give descriptions of the elements that influenced each type of costumer.