Effects of Brand- and Customer-Related Factors on Purchase Decision on Chinese Smartphone Brands in Thailand

• Main Authors: Wongsawat, Chinnicha, Deebhijarn, Samart
• Format: text
• Published: Animo Repository 2020
• Subjects: purchase decision; customer satisfaction; Chinese smartphone brands; Thai customers; Thailand
• Online Access: https://animorepository.dlsu.edu.ph/apssr/vol20/iss3/10; https://animorepository.dlsu.edu.ph/context/apssr/article/1320/viewcontent/RA_209.pdf
• Institution: De La Salle University

In Thailand, the Chinese smartphone brands, such as Oppo, Vivo, and Huawei, seek to increase further their combined domestic market share of around 50% in the foreseeable future. Therefore, systematic data on the purchase decision among Thai customers on Chinese smartphone brands would be informativ...