Influencing factors for Finnish consumers to favor Chinese-brand smartphones : a study on consumer behaviour
Salminen, Jarno (2017)
Salminen, Jarno
Turun ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017062713989
https://urn.fi/URN:NBN:fi:amk-2017062713989
Tiivistelmä
The aim of this study is to understand Finnish consumers’ attitudes towards Chinese-brand smartphones. Chinese smartphone brands are getting more foothold in the mobile device market in Finland. In theoretical part the buying behaviour of consumers is explained in simple concepts and the consumer buying journey is explained respectively in the following matter: what attributes of smartphone do Finnish consumers value the most, what is the source for getting knowledge about smaller, less-known brands and finally, the Finnish consumer’s overall views on Chinese-made smartphones’ quality are examined.
The quantitative data was collected in cooperation with China-based Finnish company e-ville by conducting out a survey through e-ville’s own facebook channel. Respondents were contacted through forums, web communities and other platforms of social media. The questionnaire received a total of 221 respondents. An incentive of 50 euro gift certificate was offered out for raffle between all respondents and this highly attracted more respondents to complete the survey. According to the survey, the popularity of the smartphone brand is losing its stand against the less expensive and less popular yet very high quality and well designed smartphones of Chinese companies.
The Chinese smartphone brands have gained some attention from Finnish consumers. Mostly because of their price-to-quality inference, they have gained some portions of the market in Finnish smart device industry. Huawei stands currently as the most known brand and is enjoying the fruits of their disruptive marketing strategies in Finland. Consumers indeed, prefer to buy mid-ranger phone that will act as their main daily driver for a year or two, and after that the buy a newer model of the same phone. Some consumers use use two smartphones because of their work may require it. Finnish consumer is brand-loyal and sticks to their safe and sound product from familiar brand.
Chinese smartphone brands have numerous possibilities to sell big quantities among middle-aged consumer groups in Finland. These consumer groups want a quality smartphone for reasonable and affordable price. The brand of the phone is not important for them. Some Finnish telecommunication retailers are well aware of this and are trying to close in on exclusive deals with the Chinese smartphone companies.
The quantitative data was collected in cooperation with China-based Finnish company e-ville by conducting out a survey through e-ville’s own facebook channel. Respondents were contacted through forums, web communities and other platforms of social media. The questionnaire received a total of 221 respondents. An incentive of 50 euro gift certificate was offered out for raffle between all respondents and this highly attracted more respondents to complete the survey. According to the survey, the popularity of the smartphone brand is losing its stand against the less expensive and less popular yet very high quality and well designed smartphones of Chinese companies.
The Chinese smartphone brands have gained some attention from Finnish consumers. Mostly because of their price-to-quality inference, they have gained some portions of the market in Finnish smart device industry. Huawei stands currently as the most known brand and is enjoying the fruits of their disruptive marketing strategies in Finland. Consumers indeed, prefer to buy mid-ranger phone that will act as their main daily driver for a year or two, and after that the buy a newer model of the same phone. Some consumers use use two smartphones because of their work may require it. Finnish consumer is brand-loyal and sticks to their safe and sound product from familiar brand.
Chinese smartphone brands have numerous possibilities to sell big quantities among middle-aged consumer groups in Finland. These consumer groups want a quality smartphone for reasonable and affordable price. The brand of the phone is not important for them. Some Finnish telecommunication retailers are well aware of this and are trying to close in on exclusive deals with the Chinese smartphone companies.