影响在印度市场购买外国品牌智能手机的因素以手机OPPO为例
发布时间：2024-03-09 10:17
在经济全球化的议题上,中国的智能手机品牌逐渐走向海外,在许多国家抢占了一定的市场,给消费者带来了多种可能。然而,随着市场的不断完善和技术创新,智能手机市场面临的竞争也在不断加剧。此外,由于经济和传统文化的影响,不同地区的消费者之间也存在差异。中国智能手机要想在国际市场上更好的生存,必须通过采取有针对性的营销策略,尽可能通过各个国家的实际国情来把握消费者行为特征,以更好地开拓国外市场,并实现大发展。印度总人口为13.8亿,是世界第二大人口国,这为中国智能手机品牌在印度的商业推广奠定了良好的基础。借助中国智能手机在其他国家市场中营销获得的经验以提高中国智能手机在印度的影响力,可以有助于深入挖掘并了解印度智能手机消费市场。本研究以中国知名智能手机品牌OPPO为例,以印度消费者为主要研究对象,基于对相关文献和消费者行为理论,考察印度消费者购买智能手机的影响因素因素,并使用SPSS统计软件对从调查中获得的数据进行统计分析。研究发现,影响印度消费者购买智能手机的因素很多,包括消费者购买智能手机的意向、性价比、消费者期望、消费者购买国产产品倾向、消费者对智能手机品牌的认可度等,这些因素对印度消费者购...
【文章页数】：68 页
【学位级别】：硕士
【文章目录】：
摘要
ABSTRACT
1.CHAPTER1 INTRODUCTION
1.1.RESEARCH BACKGROUND AND SIGNIFICANCE
1.1.1.Research background
1.1.2.Research significance
1.2.RESEARCH CONTENT AND FRAMEWORK
1.3.RESEARCH METHODS AND TECHNICAL ROUTES
1.3.1.Research Methods
1.3.2.Technical Route
1.4.RESEARCH AND INNOVATION
2.CHAPTER2 LITERATURE REVIEW
2.1.RESEARCH ON CONSUMER BEHAVIOR
2.2.RESEARCH ON THE FACTORS AFFECTING CONSUMER BUYING BEHAVIOR
2.2.1.Different factors that affect consumer buying behavior
2.3.RESEARCH ON THE INTERNATIONAL MARKET OF SMARTPHONES
2.4.LITERATURE SUMMARY
3.CHAPTER3 ANALYSIS OF OPPO SMARTPHONE MARKET IN INDIA
3.1.INTRODUCTION TO OPPO SMARTPHONE
3.1.1.Journey of OPPO
3.2.INDIA MARKET SHARE OF OPPO SMARTPHONES
4.CHAPTER4 RESEARCH DESIGN
4.1.RESEARCH MODEL
4.1.1.The theoretical basis of the research model
4.1.2.Research Model Construction
4.2.RESEARCH HYPOTHESIS
4.2.1.The influence of consumer ethnocentric tendency
4.2.2.Impact of cost performance
4.2.3.The Impact of consumer expectations
4.2.4.The impact of brand attitude
4.3.QUESTIONNAIRE DESIGN
4.3.1.TABLE4-6 MEASUREMENT OF VARIABLES
4.4.DESIGN SAMPLING
4.5.DATA PROCESSING
4.5.1.Descriptive Statistics
4.5.2.Reliability and Validity Analysis
5.CHAPTER5 STATISTICAL ANALYSIS AND HYPOTHESIS TESTING
5.1. Correlation analysis of factors affecting the purchase of smartphones by Indian consumers
5.2. Regression Analysis of factors affecting the purchase of smartphones by Indian consumers
5.3.THE MEDIATING ROLE OF BRAND ATTITUDES
5.4.THE IMPACT OF DIFFERENT GENDERS ON THE PURCHASE OF SMARTPHONES BY CONSUMERS T-TEST
5.5.SUMMARY OF RESULTS AND MODEL REVISION
5.6.DISCUSSION OF RESULTS
6.CHAPTER6 CONCLUSION AND RECOMMENDATIONS
6.1.CONCLUSION
6.2.THEORETICAL CONTRIBUTION
6.3.SMARTPHONE MARKETING ADVICE
6.3.1.Marketing recommendations based on consumer ethnocentric tendencies
6.3.2.Marketing Suggestions based on product Cost-effectiveness
6.3.3.Marketing Suggestions based on consumer expectation
6.3.4.Marketing Suggestions Based on Different Genders
6.4.Research Limitations
REFERENCES
中文版调查问卷
APPENDIX
本文编号：3923274
【文章页数】：68 页
【学位级别】：硕士
【文章目录】：
摘要
ABSTRACT
1.CHAPTER1 INTRODUCTION
1.1.RESEARCH BACKGROUND AND SIGNIFICANCE
1.1.1.Research background
1.1.2.Research significance
1.2.RESEARCH CONTENT AND FRAMEWORK
1.3.RESEARCH METHODS AND TECHNICAL ROUTES
1.3.1.Research Methods
1.3.2.Technical Route
1.4.RESEARCH AND INNOVATION
2.CHAPTER2 LITERATURE REVIEW
2.1.RESEARCH ON CONSUMER BEHAVIOR
2.2.RESEARCH ON THE FACTORS AFFECTING CONSUMER BUYING BEHAVIOR
2.2.1.Different factors that affect consumer buying behavior
2.3.RESEARCH ON THE INTERNATIONAL MARKET OF SMARTPHONES
2.4.LITERATURE SUMMARY
3.CHAPTER3 ANALYSIS OF OPPO SMARTPHONE MARKET IN INDIA
3.1.INTRODUCTION TO OPPO SMARTPHONE
3.1.1.Journey of OPPO
3.2.INDIA MARKET SHARE OF OPPO SMARTPHONES
4.CHAPTER4 RESEARCH DESIGN
4.1.RESEARCH MODEL
4.1.1.The theoretical basis of the research model
4.1.2.Research Model Construction
4.2.RESEARCH HYPOTHESIS
4.2.1.The influence of consumer ethnocentric tendency
4.2.2.Impact of cost performance
4.2.3.The Impact of consumer expectations
4.2.4.The impact of brand attitude
4.3.QUESTIONNAIRE DESIGN
4.3.1.TABLE4-6 MEASUREMENT OF VARIABLES
4.4.DESIGN SAMPLING
4.5.DATA PROCESSING
4.5.1.Descriptive Statistics
4.5.2.Reliability and Validity Analysis
5.CHAPTER5 STATISTICAL ANALYSIS AND HYPOTHESIS TESTING
5.1. Correlation analysis of factors affecting the purchase of smartphones by Indian consumers
5.2. Regression Analysis of factors affecting the purchase of smartphones by Indian consumers
5.3.THE MEDIATING ROLE OF BRAND ATTITUDES
5.4.THE IMPACT OF DIFFERENT GENDERS ON THE PURCHASE OF SMARTPHONES BY CONSUMERS T-TEST
5.5.SUMMARY OF RESULTS AND MODEL REVISION
5.6.DISCUSSION OF RESULTS
6.CHAPTER6 CONCLUSION AND RECOMMENDATIONS
6.1.CONCLUSION
6.2.THEORETICAL CONTRIBUTION
6.3.SMARTPHONE MARKETING ADVICE
6.3.1.Marketing recommendations based on consumer ethnocentric tendencies
6.3.2.Marketing Suggestions based on product Cost-effectiveness
6.3.3.Marketing Suggestions based on consumer expectation
6.3.4.Marketing Suggestions Based on Different Genders
6.4.Research Limitations
REFERENCES
中文版调查问卷
APPENDIX
本文编号：3923274
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