dc.description.abstract | This study examined consumer attitudes towards Chinese branded smartphones in
Nairobi, Kenya. The study adopted the Tricomponent attitude model to specifically
examine the awareness, liking or disliking and purchase behavior of Chinese branded
smartphones. The study used descriptive research design. A sample of 384 consumers
from shopping malls in Nairobi were selected through multistage sampling method.
Primary data were collected through filling of standardized questionnaire by the
sampled respondents. Analysis of data was done by version 23 of Statistical Package
for Social Sciences. Frequency tables, mean scores, standard deviations and
regression analyses were computed where appropriate. The study results showed that
the awareness of Chinese smartphone brands by Kenyan respondents was above
average (60.19%) while Country of Origin awareness was at 48.83%. This implied
that the brand was a key factor in determining consumer smartphone purchase
behavior in Kenyan market while Country of Origin was not. Further, the study
indicated that Kenyans do “like” smartphone quality and design of the Chinese brands.
However, they were less satisfied with the price, brand advertisement and positioning
strategy offered by distributors of the Chinese smartphone brands. The study results
also revealed that continuous improvement of the above attributes will further attract
and stimulate purchase behavior of the Chinese branded smartphones. Hence, it was
concluded that there was potential in Chinese smartphone market if appropriate
product design, quality control and price strategy are implemented. The sampled
respondents for this study were limited within the City of Nairobi. Future research in
this area could be conducted with a larger sample from more cities with the aim of
getting divergent views of Kenyans and to enhance requisite knowledge. | en_US |