INDIVIDUAL COMPETITION AND BRAND CONSUMPTION TENDENCY OF MOBILE PHONE PRODUCT

  • Sang Võ Minh
Keywords: Individual competition; brand consumption tendency; customer loyalty

Abstract

The study of the impact of individual competition trends on consumer behavior on mobile phone brands was conducted by quantitative research, with a sample size of 196 students from 05 universities in Can Tho city. The sample was selected by the non-probability method is quota. Research used data analysis methods: Exploratory factor analysis, confirmatory factor analysis and structural equation modeling. The study result had identified the positive and direct correlation of the personal development competitivivess to perceive the globality of the brand, the hyper competitiveness had identified the positive and direct impact to the perceived quality of the brand and brand loyalty. Accordingly, the research results have identified components of meaningful competitition tendncy in market segmentation, brand positioning and building communication strategies to promote brand consumption tendency.

điểm /   đánh giá
Published
2020-10-06
Section
Bài viết