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Focusing on the research article, named "Retention or defection? Chinese consumers' decision-making styles for domestic and global brands”, this article review is going to analyze and analyze different areas of the research. This discussion focuses on identifying both the strength and the weakness, appeared in the findings of the research.
Examine and analyze the research problem and problem definition in the selected article
The problem, statement as per the research article is the tendency of the Chinese consumers to buy foreign brands, when it comes to the matter of high-fashion and quality. This research has intended to show this problem statement through the different perspectives of the Chinese consumers creating difference between the foreign brand and the local brands. The problem is defined throughout the research, especially in the section of the literature review. In this section, the authors have intended to show the existing literary perspectives on theorganisational behaviourof the Chinese consumers towards the foreign brands and the local brands. However, the problems among the Chinese consumers for choosing between the foreign and the local brands have been left unrevealed fully. It is because the authors have only intended to take the research in only one way but the issues in this concept of the China market could be shown in more extended way. If it can be seen from the perspective of the data collection and the survey methods, then the behaviour of the Chinese consumers will be comprehensible more than in the literature review. Following the problem statement, defined by the authors, the research problems can be easily found to examine the research findings.
The research problems can be also seen from the viewpoint of the analysis on the scholarly articles. The gap that the authors have found from the existing research articles is from the perspective of only the brand choice of the consumers. In the section of the switching intention among the consumers, although the different factors affecting the consumer behavior have been shown, yet there is not any discussion on the different psychology as per the age and gender. Therefore, the researchers have undertaken the sampling method and the survey methods, based on the demographic and psychographic segmentation. Most importantly, in the data analysis section, the researchers have aimed to find out the behaviors of the young Chinese consumers towards the products like the cell phones in the different demographic areas of China. From the evaluative point of view, it can be understood that there are still some gaps from the side of the authors to find the research problems in the existing scholarly articles.
Based on the problem statement, defined by the authors, it would have been better if the researchers have used some theoretical aspects on the consumer behavior. The implementation of the consumer behavior theory might have made it clear about the perspectives of the sellers of the foreign products and the sellers of the local or national products of China.
Summarizing the point of view on the problem statement and the research problem, it can be stated that the research article could not properly address the research findings. It is because of not focusing on the major picture of the Chinese consumer behaviour regarding the local and the international brands. Apart from these, there were scopes for the research to show the consumer behavior in China in a larger perspective, making the research process complex has made it more difficult to comprehend.
Evaluate the literature review conducted in this research article, considering the guidelines of Zikmund et al (2013)
The literature review section of this research article has been intended to make an evaluative one to show the unrevealed area of the Chinese consumer behaviour towards comparing between the local and the foreign brands. Based on the guidelines of Zikmund et al (2013) for the business research method, the authors have rightly facilitated the problem statement with the viewpoints of the existing literary articles and there are the definitions of the variables, found in the research topic. In this portion of the literature review, the objectives of the research have been shaped through providing literary backgrounds for the factors affecting the consumer behaviour in China. Most importantly, the researchers have successfully ascertained the focused areas of the research, such as the decision-making process, switching intention, and their confused choices between the local and the foreign brands, from the critiques point of view. Most importantly, the styles for making decisions about brands have been evaluated, focusing on the background of the China regarding the brand image. Following the historical background, the authors have intended to show the barriers in switching intentions beyond traditions, referring to the previous data on the Chinese marketing. Moreover, this section of the literature review in the research article has displayed the comparative analysis from the research on UK and US.
Apart from the evaluative point of view on the existing literary articles, the literature review has created the gaps for not considering any theoretical aspects. Most importantly, the section of this literary analysis could have been shown from larger perspectives by undertaking the discussion on the recent scenario in China and the previous scenario regarding the choices of the brands. This section should be more evaluative for the conflicts, existing in the research topic itself. Although, the authors have solely intended to show the consumer behaviour in different lights, yet the argumentative nature has not been facilitated throughput this section. It could have been more specific, if the research consists of some existing theories on the consumer behaviour and on the brand awareness. Moreover, there are no specifications about the case study on the Chinese market implementing foreign brands. Based on the methodology and the data analysis of this research article, the case study analysis could make the data finding more comprehensible. Moreover, the gaps in reviewing the literature are clearly indicating the lack of perspectives, especially the relationship between the buyers and the sellers, for understanding thedecision makingstyle of the Chinese consumers.
Summarizing the discussion on the literature review, it can be stated that the researchers have concentrated more on the specification of the factors. However, the nature of the research topic must have the more evaluative view on the existing research articles. Most importantly, the absence of the case study has made the literature review incomplete. On the other hand, the researchers have left the section of the research gaps or the literature gaps. Without having the research gaps or the gaps in the literary articles, the findings from the research cannot be understood in reference to the future scope of the research.
Comment on the chosen research design and recommend another optional research design for this article
The research is designed with the descriptive research design for the descriptive nature of the research topic and the variables within it. The major characteristic of this research design is to proceed the research in the more scientific way by observing the nature of the subject matter. Descriptive research design does not aim to explain any phenomenon rather aims to observe the variable for framing the research findings. The researchers do not want to bring any changes in the viewpoints of the phenomenon or the subjects, by undertaking the descriptive research design. Most importantly, for the upcoming quantitative research, this research design can be effective find some descriptive information for the data analysis.
Now if it comes to the perspective of this research article, the researchers have rightly used the descriptive research design for the subject, Chinese consumer behavior towards choosing between local and foreign brands. Moreover, this research design is the appropriate way for tasting the hypothesis statement, predicted by the researchers in this article. The researchers have properly facilitated the research design with the nature of the research. Moreover, the factors like the decision making styles and switching intentions of the Chinese consumers are the factors to be observed with the historical background on the consumer behavior in the country. For the upcoming quantitative research and the logistics, there must be the observational data on the existing data. This research design has made the researchers able to find the constant factors, working with the phenomenon of the consumer behavior towards the brand selection.
Based on the research subject and the context, beside the descriptive research design, it could have been based on the explanatory research design. Through this research design, the researchers intend to show the impact of the variables on each other and cause-effect relationship between these variables. As per the research subject, beside describing the Chinese consumer behaviour and the choices between local and foreign brands, it is necessary to understand the cause-effect relationship between them. It is not enough to describe the variables, which make the research findings ineffective for the further usage. Following the concept of the explanatory research design and the research background, the research articles seems to be incomplete. Most importantly, in spite of the quantitative data analysis, the findings cannot be understood without having impacts of the variables on each other. By undertaking the explanatory research design, the researchers could have shown the other influential factors also apart from only evaluating variables of Chinese consumer behaviour and the brand effectiveness individually.
Analysing the selection of the explanatory research design as the optional research design, it can be understood, that both of these have appropriateness for the research topic. However, if it can be seen from the formation of the hypothesis statement, it will be more appropriate and contemporary to choose the explanatory research design instead of the descriptive research design.
Give justification on the data collection method and recommend the further requirements
This research is performed with the primary data collection method. The researchers have chosen the questionnaire for the primary data collection method. From the questionnaire in the appendix 1, it can be stated that the questions are open-ended. The questionnaire in the appendix 1 has been facilitated properly throughout the data analysis section. Most importantly, the data gathered from the survey have been analysed, based on the gender and the age. Moreover, the information have been facilitated with the proper data analysis process. This has been absolutely made relevant with the sampling method in the research. Moreover, the research article has properly used the data collection method by listing 39 items in forming the questionnaire, attached in the appendix 1. Based on this questionnaire, the researchers have chosen products and the consumers of these. From the data analysis portion, it can be understood that the researchers have analysed the data, based on the demographic and psychographic segmentation between the consumers. It is comprehensible from this analysis that in the research article, the data collection method has been used properly and it has been made justified by segmenting the consumers. Moreover, the data collection method has been made justified by making it relevant to the research design and the sampling process.
Focused on the subject matter and the chosen data collection method, interviewing could also have been used for the primary data collection method. It is necessary to understand the viewpoint of the sellers of the brands along with the consumer behavior of Chinese people. Moreover, the interview with some managers of some organizations could have been more effective for understanding the data from the survey. It is necessary for the readers to understand the perspectives of both the consumers and the brand suppliers. From this perspective, it can be stated that the questionnaire has not been justified in the research and the usage of the interview could have been made it more specific. The data from the interview will be useful to understand the effectiveness of the research topic with more specific research findings.
It can be stated that the interview as the data collection method would have made the research findings complete. Otherwise, the survey as the data collection method has been used properly.
A critical analysis of the sampling strategy and responded selection as used in the study
The surveying technique, which has been utilized in the research, relates to the consideration of 628 surveys through questionnaires that was based on the components of consumer satisfaction. The theme of the study relates to an interception on the issues of brand preference related to the consumer in China. The selection of the sampling strategy may be considered as an relevant source of primary information as it possess direct reflection of the consumer preferences. It can be indicated that the sampling procedure was segregated in three consumer groups in order to ensure a specific focus over the preferable trends. The analytical elements relating to the research procedure has been justified through the 584 questionnaires that have been received through complete feedbacks. The nomination of the questions was ensured with a staunch alignment to the objectives of the research. The demographic profiling of the samples has been represented with segregate categories represented through Gender, Education Level, and monthly disposable income limits of the consumers. Such a method of segregation is highly appreciated as it expands the canvas through which sampling procedure is integrated through the personnel involved as respondents. The situation also provides a cost effective attitude that may be utilized for ensuring a reduced magnitude for operational costs or cost incurred in the course of the research. An appropriate identification of the indispensible components is an essential element in accordance with the suggested framework for sampling methods. In an arbitrary attitude that may promote probable sources of information, traditional means of sampling is highly recommendable. The study depicts an absolute differential segmentation procedure for projecting the analysis of the information concerning their respective sources of acquisitions. An essential nomination of the tangible components can be promoted as an effective interception of the nominated sampling strategy. The questions have included an expanded clarification from the product perspective in order to promote a rationale for the outcomes. The inclusion of cell phones and sports-shoe expands the domains of interception and facilitates a wide identification of the brand preference (International and domestic). The segmentation in accordance with the educational qualification of the consumers has ensured an identification of the consumer quality analytics concerning the projected and the achieved magnitude of product qualities. However, the disposable income of the respondents is an integral component of a research relating to the market survey. This can be justified as the buying potential of the consumers (respondents) is highly influenced by the respective disposable limits of the consumers. Differentiation of such a component deviates the proposed fundamentals of an active market research. It has been indicated that the nomination of the components concerning the active perceptions of the consumers may be achieved only through a proportionate analysis of the active respondents. The acquisition of the information from the completed files of consumer feedbacks indicates to the whole aspect that the study demands for a suitable alignment. The primary components of the sampling strategy can be acquired through a simultaneous reflection of various sampling procedure related to the survey of an active market.
Interception of the Data Analysis used in the study
The data gathered from the primary sources has been related to an active interception based on the sampling of the respondent portfolio. An effective approach considered in the analysis has been projected through the utilization of SPSS. It bears an acute resemblance to the fundamentals of an analysis that can be promoted through the means of a segmented attitude, which are relevant for an authentic backdrop. As indicated in the segment resembling to the inclusion of the product portfolio and its impact on the nomination of the virtual components is an indispensible means of research findings. The research findings relate to the preferences of the consumers of their nomination of cell phones and sports-shoe. Firstly, a graph represents the percentage of ownership and purchase intention of foreign and domestic cell phones. The second graph restricts the percentage of ownership and purchase intention concerning foreign and domestic sports shoes. The horizontal axis verifies the interest or preference magnitude of the consumers. The vertical axis reflects the percentage of preference in both the graphs projected in the analytical segment. 64% of the consumers have been identified as owners of foreign phone and 46% of the consumers possess domestic phones. On the contrary, 89% of the consumer’s posses a will of owning foreign phone and 40% projects for the need of domestic phones. This indicates to the increasing trends in the prevailing and the potential demand of international brands in Chinese market concerning the usage of cell phones. The steady increment of the demand trends is expected to facilitate an interception and a subsequent dominance of the international brands in China, which justifies a suitable alignment to the argument relating to the theme of the study. The integration of virtual components of the research work nominates an empirical focus on the demand traits of the Chinese population concerning their preferred brand. The second graph projects a wide deviation from the reflection of the respondents as depicted in the first graph. The second graph relates to the tangible elements in the consumer preferences in China relating to the purchase of sports-shoe. The graph indicates that 45% and 69% of the Chinese consumers are owning foreign and domestic branded shoes respectively. The margin contrasts to the identified traits related to the preference in case of cell phone purchase. A preference of the domestic brands over foreign brands is found in this case. It has been reflected that 79% and 47% of the Chinese consumers are willing to own foreign and domestic shoes respectively. This indicates to similar trends of the preferences relating to the purchase of cell phones. It can be indicated that the Chinese consumers has reflected intent of “brand shifting” concerning the domestic and foreign product portfolio. The nomination of the research procedure through a sampling procedure and acquisition of information from the primary sources and the analytical procedures can be appreciated. The utilization of SPSS as an analytical embellish can be intercepted as an effective outcome of the data analysis segment.
Assesment of the research ethics of the project relating to the ethical guidelines of the respondents
The study has eliminated the possible shortcomings of an effective research procedure through an assurance of the utilization of the paper for academic purposes. The study condemns an active influence over the set of information that has been integrated to the basic aspects of research work. In order attain a strict framework that promotes the ethical attitude to the fundamentals of the research work has been guided as an active interception through the ethical paradigms of the research work. The segmentation of the market has promoted with a simultaneous achievement of the research work in an effortless course to the implemented procedure. The relation among the correlative aspects has been developed in order to project a lucid overview about the various components related to the subsequent steps of a suitable research procedure. The vertical axis that has been represented through the graphical framework has been provided with a suitable alignment that can promote an expansion of the future research canvas. The ultimate goal of the research procedure has been to project an appropriate overview about the prevailing conflict relating to the brand preference in the Chinese market. In an attempt to stimulate the market projections and the other variances, relating to the components of an effective work has been promoted as an effective implication of an ethical analogue. The clear identification of the financial resources utilized in the study, projects a clarified interception on the purpose of the work. The acceptance of the limitation of the research work in accordance with the gaps of the work procedure that has been identified by the research team has been nominated as the failings or the loopholes of the paper. The acceptance of the limitation can be preferred in terms of an empirical overview to a reader an in simultaneous cases of utilization of the paper in future development of research paper. An appropriate relation concerning the basic aspects of a research paper has been essential outcome that relates the nominated components to the outcomes of a research paper. In an indispensible event of a suitable framework that posses the demanded credentials of a research work, the consideration of the ethical paradigms of an academicresearch methodologywork is highly essential. In an opposing argument, a gesture of accepting hindrances is conceived as a opposition to an effortless course of a study. The arbitrary components of a study have been nominated through a strict alignment that justifies the ultimate cause of research procedure relating to the fundamentals of research work. In an arbitrary segment that has been integrated to the research course relates to an effortless drive that has been achieved through conflicting measures relating to the analytical elements utilized for intercepting the research components. The conflicting arguments that has been utilized in the study, provides a justification for an unbiased approach through the tangible components and the integration of the arguments in the prose. The magnitude of consumer preferences may be related as an extraordinary influential to the sales trends in a market place.
Evaluation of the terms concerning the implications of theory and brand managers
The utilization of the research theories can be promoted as n extraordinary interception of the paper. The identification of the essential components of the research work has been escalated through respective identification of theories and models relating consumer perceptions and paradigms of consumer satisfaction. An additional event that has been noticed in the course of the work promotes an escalation of the parameters through related interception that has been preceded through the basic analogue of SPSS operations. In an essential consideration of the active channels or information sources, the promotion of information relating to the assessment criterions of the task guides to the modules that has reflected through interceptions relating to nominated arguments based on legitimatize forums of discussions. The segregation of the elements that has been related to the course of the prose has been confined to the domains of consumer responses and traits of a sustainable business. The theme nominates a crucial contradiction relating to the brand preference of the Chinese consumers. It can be indicated that an acute consideration of the Switching intention of the consumers is highly entertained in this study. The operational aspects in modern day business and an effective nomination of the theories and the perceptions of the consumer has aided in confining the research to identified domains of business operations in the Chinese market. An appropriate relation concerning the basic aspects of a research paper has been essential outcome that relates the nominated components to the outcomes of a research paper. In an indispensable event of a suitable framework that posses the demanded credentials of a research work, the consideration of the ethical paradigms of an academic research work is highly essential. As indicated in the segment resembling to the inclusion of the product portfolio and its impact on the nomination of the virtual components is an indispensable means of research findings. The research findings relate to the preferences of the consumers of their nomination of cell phones and sports-shoe. Such a method of segregation is highly appreciated as it expands the canvas through which sampling procedure is integrated through the personnel involved as respondents. The situation also provides a cost effective attitude that may be utilized for ensuring a reduced magnitude for operational costs or cost incurred in the course of the research. The utilization of a structured framework in order ensures an ease in the interpretation of the research findings to the reader can be projected as a highly comfortable element of the project mix. The platform that has been utilized in order to refrain from the integrating intensive components of the research work justifies a simultaneous analysis of theories and embellishes relevant to the theme of the research.
Analysis of an article is considered an active tool of judging the skills of documentation, reflection and interpretation of the learner. The answers to the all the questions have helped toproject managementa segmented overview about the relative coefficients of the research work.