An Empirical Research Of The Effect Of Demographic And Lifestyles On Smartphone Brandawareness And Purchasing Intention

The smartphone market is becoming more and more fierce in China and the global market.The design of mobile phone products is more and more homogenous with the appearance and feature.The market is full of iPhone like products.Mobile phone manufacturers seem to be very difficult to come up with truly innovative functions,applications or products with obvious differences,so when the specifications and even the appearance of all products are very similar,the consumer's brand recognition becomes more important.If the mobile phone manufacturers want to establish a long-term competitive advantage,the establishment of the brand will be a very important part.However,while establishing the brand awareness and brand image,one of an important step is to understand the market and consumers.Where is the market? Who is the target consumer? What are their needs and wants? What are the benefits of products that can provide these targeted consumers? Only by truly understanding the needs of consumers can it be possible to design and create good products.This research expects to analyze the effect of demographic and lifestyles variables on smartphone brand awareness and purchasing intention.This research hopes that through the discussion of these issues,we can better understand the characteristics of mobile phone consumers and the lifestyle.The research is divided into five chapters.The first chapter is an introduction,which explains the background of the research and the purpose of the research,and the innovation of the research.The second chapter is a literature review,which mainly reviews the literature research and theory related to lifestyle,brand recognition,and brief the current smartphone market overview.The third chapter is the research structure.This chapter mainly proposes the research ideas and framework of this research,and also explains the research hypotheses,research methods,and the design of the questionnaire.The fourth chapter is the questionnaire survey results and analysis,mainly for the recovery questionnaire,statistical analysis with SPSS 22 statistical software,and verify the hypothesis of this study.The fifth chapter is the conclusions and recommendations.This chapter organizes the analysis results of this research and provides suggestions for the mobile phone brand marketing strategy.In this thesis,through cluster analysis,this study identified three major consumer lifestyle groups,namely,the "leading fashion and social" group,the "Urban life and careful calculation" group,and the "online life and well planning" group.According to the results of the verification of this research hypothesis,it is found that the demographic variables have no significant difference in the awareness of mobile phone brand awareness;the difference in demographic variables between age and monthly income has significant differences in mobile phone purchase propensity;consumption of different lifestyles There is a significant difference in the awareness of mobile phone brand awareness;consumers of different lifestyles have significant differences in mobile phone mobile phone purchase trends;consumers have a significant correlation with the well-known perception of smart phone brands and mobile phone purchase trends;Life-type ethnic groups differ significantly in age and monthly income in different demographic variables.