Thai consumers' perception towards local brands and global brands in the mobile phone industry in Bangkok.

Abstract

Local companies have developed their own products, brands, distribution and tried to offer their local brand mobile phones to compete against the giant brands. The main of this study is to investigate and understand Bangkok mobile users’ perceptions towards local brands and global brands. Furthermore, to examine the important factors of mobile phone attributes, which are considered for purchasing mobile phones by users and effects of country of origin in mobile phone industry in Bangkok. Quantitative research applied to gather data though online survey. Data was analyzed by descriptive analysis to summarize the characteristics of the sample and to compare the brand attributes of each selected mobile phone. This method can help us examine the gap between each selected brand perception dimensions. Factor analysis was applied to analyze the most important components in customers’ decision to buy mobile phones. Marketers can predict the possibility and focus on the important brand attributes that might need to be improved in marketing plan of each brand. Furthermore, marketers can study more about the dimension of perception of customers to create a proper advertising and marketing campaign.

KEY WORDS: Mobile Phone/ Consumers’ Perception/Local Brand/Global Brand