Consuming Research on Brand Recognition on Mobile Phones Purchase in Beijing

Brand management has become increasingly important, given the rapid changes in the global market and the elevation of competition. A sound brand image creates clear product differentiation, consumer preference and loyalty. In the beginning, the entire market of Chinese mobile telephone was occupied by the foreign companies. This phase has continued over ten years until the beginning of 1999, when some homebred brands entered the mobile phone market in succession. After five years, the homebred brands formed a certain scale. At present there are several hundred brands of mobile phones in China, including foreign brands such as Nokia, Motorola, Samsung and Chinese brands such as Amoi, Bird, TCL. However, most of Chinese use cell phones of Nokia, Motorola and Samsung due to their good brands. This dissertation aims to study brand and brand recognition in order to identify its importance to the cell phone purchase behavior. Thus, taking Beijing as the research city to study brand recognition’s impact on cell phone purchase to investigate the current circumstance of brand recognition on selected mobile phone suppliers in their sale places in Beijing from the customers’ viewpoint and investigate factors contributing to the customers perceived level of brand recognition. The documents of consumers’ behaviors research point out consumers’ decisions affected by many factors including external environment factors and internal environment factors。If the sales men can understand the efficiency what the consumers expect after buying cellular phone, they can provide various products’ information to consumers for choice.