Consumer Perception Towards Chinese Cars in Russia
Mamedov, Samir (2020)
Mamedov, Samir
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020121528315
https://urn.fi/URN:NBN:fi:amk-2020121528315
Tiivistelmä
In the age of globalisation, many Chinese companies are trying to occupy different market niches in different countries. The Russian market, in general, is a tough place for competition, especially in the car segment. The population of the country is high as well as the various number of brands. The amount of Chinese companies who want a slice of this lucrative place arises year by year. In Russia, PRC car manufacturers are diligently trying to expand their share in this market. On the way to becoming popular brands, Asian manufacturers face several problems such as an unsettled brand im-age, negative customer perception, and a country-of-origin effect.
The quantitative research method was done descriptively to collect reliable and de-tailed information about customer perception towards PRC companies. The purpose of this study was to identify whether there is a correlation between brand image, country-of-origin effect and the market share of the Chinese car brand.
The findings indicated that there is a strong negative perception of Russian customer towards the Chinese automotive industry. The results showed that a weak brand im-age and cost-of-origin effect have a direct impact on the market share of Chinese car manufacturers. Moreover, the core of this issue lies in the general perception towards Chinese industry as a whole. Russian consumer is rigorous and conservative when buying a car. Results showed that Russian customer has a lack of trust to the PRC companies and on average, would trust the Japanese, German and South-Korean brands more.
The quantitative research method was done descriptively to collect reliable and de-tailed information about customer perception towards PRC companies. The purpose of this study was to identify whether there is a correlation between brand image, country-of-origin effect and the market share of the Chinese car brand.
The findings indicated that there is a strong negative perception of Russian customer towards the Chinese automotive industry. The results showed that a weak brand im-age and cost-of-origin effect have a direct impact on the market share of Chinese car manufacturers. Moreover, the core of this issue lies in the general perception towards Chinese industry as a whole. Russian consumer is rigorous and conservative when buying a car. Results showed that Russian customer has a lack of trust to the PRC companies and on average, would trust the Japanese, German and South-Korean brands more.