Research On The Influencing Factors Of Thai Consumers Purchase Of Chinese Mobile Brands

At present,with the rapid development of the global mobile phone market,Thailand mobile phone market has made great prodsgress,more and more businesses go to Thailand to promote mobile phones.Among them,11 well-known brands from China have more than half of the Thai mobile phone market share.It is expected that Chinese mobile phones brand will continue to expand their market share in Thailand in the future.The research on the influencing factors of Thai consumers' purchase of Chinese mobile phone brand is not deep enough at present.Based on the current mobile phone purchasing behavior of Thai consumers,this study investigates the influencing factors of Thai consumers' purchasing Chinese mobile phone brands by questionnaire.This study examines the quality of Chinese mobile phone products,product prices,product sales channels,promotion activities,and celebrity spokespersons,experts' comments on mobile phones,brand awareness,introduction and recommendation of relatives and friends,and online word-of-mouth.A total of nine factors such as the impact of Thai consumers to purchase Chinese mobile phone brands were investigated.The study finds that among the factors affecting Thai consumers 'willingness to buy Chinese mobile phone brands,from the quality of mobile phone products,product prices,sales channels and promotional activities,the introduction and promotion of relatives and friends and online word-of-mouth have some influence on promotion,while the influence of celebrity spokespersons and mobile phone experts' comments is not obvious.