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Liu, Zhenyu (2007) The Effect of Brand Equity on Consumer Buying Behaviour In the Laptop Market of China. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

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 market, the purpose of this research is to investigate the relationship between brand equity and consumer buying behaviour. In particularly, the four components of brand equity i.e. brand awareness, perceived quality, brand association and brand loyalty are used to examine the effect of brand equity on consumer behaviour.

This research explores both secondary and primary data. The secondary data covers the background of China's laptop market and the literature. The primary data, which is acquired form a questionnaire survey conducted in Shanghai, China from a random sample of 100 respondents, uses statistic analysis in order to investigate the relationship between four components of brand equity and consumer behaviour.

The research reveals that there is a relationship between brand awareness, perceived quality, brand association, brand loyalty and consumer behaviour in China's laptop market. That means brand equity has an effect on laptop consumer's buying behaviour in China. The results of this research to a certain extent can be a reference for marketers to have a clear understanding about the brand equity effects as well as consumer behaviour, and it would be helpful for them to design their specific brand strategies for different target groups, and, in turn, gain positive competitive advantage in the laptop market in China.

Item Type:	Dissertation (University of Nottingham only)
Keywords:	brand equity, consumer buying behaviour
Depositing User:	EP, Services
Date Deposited:	06 Mar 2008
Last Modified:	16 Feb 2018 20:09
URI:	https://eprints.nottingham.ac.uk/id/eprint/21403

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