FACTORS INFLUENCING BRAND LOYALTY IN CONSUMER ELECTRONICS OF COMPUTER DEVICES IN CHENGDU, SICHUAN PROVINCE, PEOPLE'S REPUBLIC OF CHINA
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Abstract
This research aimed to 1) Study the level of consumer opinion on information and accessibility, purchase intention, marketing mix, credibility, and brand loyalty of electronic products in the communication computer category. 2) Study the influence of information and accessibility, purchase intention, marketing mix, and credibility on brand loyalty of electronic products in the communication computer category among consumers in Chengdu, Sichuan Province, China. and 3) To propose a guideline for developing the market for electronic products in the communication computer category that meets the needs and expectations of consumers in the said area. The research used a mixed methods method. The quantitative research collected data from 400 consumers using an online questionnaire. Quantitative data were collected from 400 consumers in Chengdu using purposive sampling, while qualitative data were obtained from semi-structured interviews with 20 consumers. The results showed that 1) The level of consumer opinion on the studied factors was at a high level. 2) The factor with the highest relationship to brand loyalty was Product confidence, followed by product credibility and product impression, and 3) Market development approaches, including 3.1) Developing product confidence (CO), 3.2) The results indicated that product confidence had the strongest relationship with brand loyalty, followed by product credibility and product impression, 3.3) Supporting information and access to information (IA) and information reliability (CRE), 3.4) Developing distribution channels (CS) and price (PP), and 3.5) Promoting purchase intention (PI) and satisfaction (SA).
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