Study Of Brands Engagement Strategies For Chinese Brand To Develop In African Market

Africa market welcomes the import of Chinese brand products and it has become popular in many countries across the region.The cheap prices as well as the good quality products contributes to it‘s popularity.China and Africa trading relation has developed over the past years,making it much easier for both countries to engage in regular trading practices.The trading relation between China and Africa has shows great potential.Thus,efforts ought to be aimed at studying African consumers‘ behavior and factors which contribution to collaboration strategies for Chinese brand to develop in African market.This research is being conducted in order to further analyze the familiarity,popularity,and the overall acceptance of Chinese brand products in Africa.This research focuses on five main factors that can contribute to awareness of Chinese productions in Africa.Brand engagement cognition is explained as the level of awareness perceives by African consumers as to their acknowledgement of Chinese brand presents in Africa.Brand Engagement consideration stage is where consumers will consider a list of brands that they may like to purchase.This stage is directly followed by brand engagement which is the act of the consumer wanting to purchase a particular brand product.There is also a need to assess the factors contributing to consumers‘ manner of engagement in a particular brand and the how the brand is affected by high or low consumer engagement.Country of origin COO is one of the most tangible factors contributing to consumer overall perspective on a particular brand.In this research paper the effect of COO is studied to understand its effect on consumer brand product selections.Analysis was calculated by first identifying the percentage of male and female who participated in the questionnaire.Through the AMOS and SEM method results obtained showed male dominance as well as the highest ranging brand receiving regular purchases.SPSS correlation analysis and AMOS path structure figure analysis obtained has more consistent results.Chinese brand purchases SEM model of results accounting for 0.05 demonstrate the favorable response.Finally,Self-Concept – self concept is broken down into four aspect based on individual perspective.This analysis will assist in understand consumer as well as how and why they will choose to engage in a selected brand.Why COO may or may not be important? Why a particular brand is more or less popular? Another key area focus on is culture as it plays a huge role in consumer decision-making.Results of study in relation to Research Frame Work for the following conclusion were established:1.?Brand Engagement? is also being considered as a key factor in this research paper.This factor is studied in processed form.Brand engagement is determined by factors such as brand engagement cognition,brand engagement consideration and COO.Brand engagement also determines consumer attitude/feedback for or against a particular brand.This factor can lead to determining whether a particular brand is suitable for Africa market.The consumer day-to-day engagement can also determine the impact of selfconcept and culture as a co-related factor.2.?Country of Origin? African consumer showed less interest as to where the products are being imported or produced.These mean that many foreign companies with the right product can perform well in Africa market.Others who wish to establish similar business venture in Africa can use evident results.3.?Self Concept? this factor is a key factor in this research.It determines brand fit and level of Brand engagement.Consumers view themselves in different concept example a)Actual Self,b)Social Self,c)Ideal Self and d)Ideal Social Self.With each categories of self – concept consumer is likely to engage in products that are able to allow them to achieve their personal selfconcept.4.?Brand Engagement Cognition? is known as the perception toward brand engagement.In other words,it is the mental process of acknowledging the need to promote an emotional attachment between a consumer and the brand.It comprises one aspect of brand management which targets the cognition of consumer prior to or during purchasing process.