Consumer behaviour regarding branded and non-branded goods on the mobile phone market: impact of experience, price and loyalty

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F71226401%3A_____%2F19%3AN0100239" target="_blank" >RIV/71226401:_____/19:N0100239 - isvavai.cz</a>

Result on the web

<a href="http://soskin.info/en/ea/2019/175-1-2/Economic-Annals-contents-V175-11" target="_blank" >http://soskin.info/en/ea/2019/175-1-2/Economic-Annals-contents-V175-11</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.21003/ea.V175-11" target="_blank" >10.21003/ea.V175-11</a>

Result language

angličtina

Original language name

Consumer behaviour regarding branded and non-branded goods on the mobile phone market: impact of experience, price and loyalty

Original language description

This article deals with the consumer behaviour in view of branded and generic (non-branded) goods on the mobile phone market in the Czech Republic. The methodology of this article employs the theory of planned behaviour to investigate how three selected factors - experience, price sensitivity and loyalty influence consumer behaviour on the mobile phone market. The author used a survey of 350 consumers conducted in 2018 to determine the importance of the abovementioned factors for consumer behaviour and loyalty on the mobile phone market. Most of the respondents (59%) own mobile phones of the brands Samsung (20%), Huawei (16%), Xiaomi (12%) and Apple (11%). In terms of brand ownership, the most loyal are the owners of Apple (91%) and Samsung (84%) mobile phones. The respondents who own unspecified brands are ready to switch to another brand in case of lower prices. The empirical evidence of the research suggests that the previous experience with the brand is a critical factor influencing consumer behaviour on the mobile phone market: 64% of all the respondents, regardless of whether they prefer branded or non-branded goods, stated that they are willing to pay more for the brand they have had a good experience with. However, the consumers who prefer branded mobile are more loyal. Answering the question «I am loyal to brands of mobile phones I have had a very good previous experience with», 96% of the respondents who prefer branded mobile phones gave a positive answer in comparison with 63% of the respondents who prefer non-branded mobile phones. The conducted t -test proved statistical differences in responses for male and female respondents and both groups of consumers at the confidence level of 0.005. It has been concluded that the companies operating on the mobile phone market should primarily focus on customers’ positive experience with their products which positively effects customer loyalty to the brand.

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

—

Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2019

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Economic Annals-XXI

ISSN

1728-6220

e-ISSN

1728-6239

Volume of the periodical

175

Issue of the periodical within the volume

1-2

Country of publishing house

UA - UKRAINE

Number of pages

5

Pages from-to

63-67

UT code for WoS article

000486362700011

EID of the result in the Scopus database

2-s2.0-85072261062