Influence of brand on Chinese consumers’ behaviours in Automobile choice: An investigation on Chinese customers’ buying attitudes towards domestic and foreign car brandsTools Wang, Luqi (2015) Influence of brand on Chinese consumers’ behaviours in Automobile choice: An investigation on Chinese customers’ buying attitudes towards domestic and foreign car brands. [Dissertation (University of Nottingham only)]
AbstractIn recent years, branding as a powerful tool to influence consumer behaviors has becoming a hot topic in the marketing literature. But few studies focus on the influence of brands on Chinese consumers’ behaviors, especially their buying attitudes in the automobile market. This dissertation attempts to investigate the influence of brand on Chinese consumers’ behaviors in automobile choice and their buying attitudes towards domestic and foreign brands. The author chose the qualitative research as the most appropriated research approach due to the nature of the topic. The interview was employed to collect the primary data. Ten interviewees attended the interview. And they were selected by using the convenience sampling technique. Finally, the author analyzed the data from the interviews based on the grounded theory.
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