Research On The Factors Affecting The Purchase Of Chinese Smartphones In Thailand Based On The Marketing Mix Theory

Three Chinese smartphones brand,OPPO,HUAWEI and XIAOMI,are studied by the 4Ps marketing mix: product,price,place and promotion.Usage and purchase decisions by consumer income and education level are also considered.The collected data were analyzed and interpreted using chi-square,reliability analysis,factor analysis,and confirmatory factor analysis.Results were that the data is reliable for factor analysis.The measurement model suggested that marketing mix and personal factors played a dominant role.Product and suitable price were of primary importance.Then,camera quality and weight.Price,maintenance fees and reliability of the online distributor were the third and fourth points of consumer concern.Shop reliability and distribution were less influential.And education level of consumer had affected to consumer purchase decision in Chinese smartphones.The strong interest for this research is related with the operation of Chinese smartphone brands in the Thai market and how attractive Chinese mobile phones to Thai consumers.This research studies about the reasons for Thai consumers to buy Chinese mobile phones and uses "4Ps marketing theory" as the theoretical basis to study the influence of different income and cultural level of Thai consumers on the decision to buy Chinese mobile phones.It also studies the behavior of Thai consumers using Chinese mobile phones for better understand the attitude,behavior and demand of Thai consumers for Chinese mobile phones.Moreover,relevant enterprises can understand the attitude and behavior of Thai consumers for their own products to adjust market strategies and effective communication with the target customer groups.