FACTORS INFLUENCING CONSUMER PURCHASING DECISIONS FOR INTERNATIONAL BRANDS OF SMARTPHONES AND TABLETS IN SICHUAN PROVINCE CHINA

Abstract

This research aims to 1) study the relationship between cultural factors, psychological factors, marketing mix factors, and social factors that influence consumers' purchasing decisions for foreign-branded smartphones and tablets in Sichuan Province, China, and 2) propose guidelines for developing smartphone and tablet products that meet the needs of consumers in Sichuan Province, China. The population and sample consisted of Chinese consumers residing in Sichuan Province who had previously purchased foreign-branded smartphones and tablets. A quantitative sample of 400 people was determined using the Comley-Lee table, and a qualitative sample
of 20 people was selected. This was a mixed-methods research. The research instrument was a questionnaire, which was analyzed using structural equation modeling. Qualitative research used in-depth interviews, which were analyzed using content analysis. The research results found that 1) the relationship structure between cultural factors, psychological factors, social factors, and marketing mix factors... The model of purchasing decisions for international smartphone and tablet brands in Sichuan Province, China, was developed using a structural equation model with a χ2/df value of 1.258, a p-value of 0.072, a GFI of 0.941, a CFI of 0.957, and an RMSEA of 0.025. The model can be summarized as follows: 2) Product Development Approach: Utilize marketing mix factors to adapt the features preferred by Chinese consumers to the Chinese market, offering tangible value. Increase cooperation with major Chinese e-commerce platforms to expand experiential stores in key cities of Sichuan. Focus on cultural and social aspects by creating campaigns that emphasize the connection between social and family values. In terms of psychology, build awareness of quality and innovation.