The Chinese consumers’ are intended to change their brands while buying sports shoes and cell phones from domestic to international. The study intends to discover the impact and reasons of the decision-making style behind changing the brands for the Chinese. Some of the important questions have been answered in the research paper, which includes without the price consideration; would customers change from their current brands? In addition, how does the decision-making style influence the intention o switch? Moreover, are there any demographic factors that have influenced the intention to switch? The research is important as to investigate the customers’ attitude towards changing the brands and reasons for the decision-making on that change. The research has been done by analyzing the university student’s decision-making styles while purchasing sport shoes and cell phone.
The process of the research has been done by surveying 628 undergraduate students in Guangdong, China by electronic transmission and distribution of the questionnaires. Some of the questions of the survey are the name of the current brand for cell phone and shoes, the name of the brands of sports shoes and cell phone if the economic condition is permissible.
The strength of the research process is that it has conducted the research by means of the electronic medium, which means that the researcher has mailed the survey paper to the student. It is the cost-effective method as charges could be measured against the print of the survey paper, sending and returning the survey through postage.
The weaknesses of the research process is that the survey is limited within the under graduate students of Guangdong, China. The research topic is based on the china’s consumers; however, limiting the Chinese consumers within a particular group of the graduate students could have limited the research.
The literature review has been conducted based on the three factors such as Chinese consumers’ perception for domestic and international brands, the switching intention and the decision-making styles. The literature review and its subdivision are important for the research as it provides current understanding of the research theme and its importance to the practice. It is also helpful to identify the methods used in the previous research on similar topic, which would help to comparison the research findings (Fink 2013).
The literature review of Chinese consumer’s perspective of domestic and international brands explore the reasons for shifting tendency towards foreign brands. The investigation shows that the brand choice varies according to the developed and developing countries. The consumers believe that the products from the less-developed countries share the degrading quality of the product and poor performance, which leads to consumer’s dissatisfaction. However, as the Chinese consumers are becoming more diverse and sophisticated, they do not support the foreign brand and lower price with the improved quality makes the Chinese brand more competitive in the market.
The strength of the literature review is that it has shown all the possible researches influencing the decision-making choice of the Chinese to select international brand than the local while purchasing sport shoes and cell phones (Galvan and Galvan 2017). The chosen three factors have been selected methodically, which would help in deciding the current truth of the issue.
The weaknesses of the literature review is that the literature review did not focus on the marketing strategies of the local and international brand as marketing strategies could be one of the influential factor that creates impact of switching the brand. This is the limitation of the literature review, which has created barrier on further opportunities to study. The researcher needs to look at the limitation as one of the research studies could be based on this. However, the Marketing strategies of the local and international brand could open another dimension to the research.
One of the important data analysis strategies is creating demographic table for analyzing the percentage of male and female, the education level of the male and the female and their monthly income. The data analysis has been conducted based on few questions; they are the brand name for current cell phone and sport shoes and the name of the brand of the cell phone and sport shoes if the economic condition is permissible. The data analysis has been done based on the respondents’ identification of the local and foreign brands in China. To analysis of the purchase reasons, it is important tool to answer of the question, “what is your first consideration when buying cell phones and sports shoes?”
The data analysis strategic process has been done by considering the survey report of the 628 graduate students. However, the final survey report has been prepared rejecting the incomplete questionnaires. Ultimately, 584 questionnaires were collected. One of the important factors of the data analysis process is that the answers were ranging from strongly disagree to strongly agree. Based on the collected data and considering the list of possible answers percentage of cell phone and sport shoes among the Chinese consumers has been analyzed.
The strength of the data analysis strategies are it has considered all the important factors and possible criteria for the research and from this, an important data about the cell phone and sport shoes users has been gathered (Kratochwill 2013).
The weakness of the data analysis process is the research paper did not show any quantitative and qualitative message of the data analysis. The single variables in time-series, ranking, deviations are not mentioned and were not considered by the researcher.
The language of this research paper is simple, formal, transparent and clear. The research paper is well presented, as the reader could understand each concept and lines in the research paper. As the language and presentation were well grounded, the communication is also very clear from the part of the researcher (Lester and Lester 2015). However, the communication is an important tool to convey the research findings to others. The clear and academic language, smart presentation and clear communication have been done in the research paper, which is important, as it has provided transparency to the research topic.
The researcher has tried to maintain a professional and formal tone throughout the paper. The language has been placed and used in such a way that it could maintain consistency (Vithal and Jansen 2012). There is no first person used in the whole paper. The paper is well proof read and researcher was careful about the application of the correct tense. There is no long sentence throughout the paper. The research question and problem statement have been presented clearly in the research paper. The data and tables are clearly mentioned the important factors regarding the research in the paper. However, as the language is clear and the research paper is well presented, the communication with the paper is well established in the research paper.
The strength of the communication, presentation and language is that it would be helpful for academic communication through the research paper. The reader or audience is an important factor to understand the importance of the communication. However, the communication, presentation and language create important factors for overall research paper.
The weakness of the language, presentation and communication is that the future prospectus of the study has not been mentioned. The time horizon has not also been mentioned in the research paper.
Fink, A., 2013. Conducting research literature reviews: From the Internet to paper. Sage Publications.
Galvan, J.L. and Galvan, M.C., 2017. Writing literature reviews: A guide for students of the social and behavioral sciences. Routledge.
Kratochwill, T.R. ed., 2013. Single subject research: Strategies for evaluating change. Academic Press.
Lester, J.D. and Lester Jr, J.D., 2015. Writing Research Papers: A Complete Guide (paperback). Pearson.
Vithal, R. and Jansen, J., 2012. Designing your first research proposal: a manual for researchers in education and the social sciences. Juta and Company Ltd.
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