Title: The role of Chinese electronics products to sway middle-class buyers

Authors: Parihar Suresh Dahake; Saket Narendra Bansod

Addresses: Department of Management Technology, Shri Ramdeobaba College of Engineering and Management, Nagpur, India ' Department of Management Technology, Shri Ramdeobaba College of Engineering and Management, Nagpur, India

Abstract: The boom in Indian electronics market has received its fair amount of adrenaline dose from Chinese electronics industry. The customary mass production system of China has revolutionised the electronic product and its market is perceived by other countries. The Chinese electronics products being produced at large scale and having a competitive advantage when it boils down to pricing the product. China has always targeted the countries with large population with high purchasing capacity with cheap imports rates. These cheap imports generally attract the price conscious middle-class segment with its modern technology being available at very affordable rates. This study targets to investigate and analyse socio-economic factors and buying behaviour of consumer towards Chinese electronic products. The huge market potential has attracted Chinese products in plenty; the study aims to find out the relevant factors like brand personality of these products, price, other attractive features of the product which has given them a dedicated and numerous customer bases. The study also wants to analyse the socio-economic impact of these products in middle class purchasing decision making process.

Keywords: socio-economic impact; Chinese; electronic product; middle class; buying behaviour; decision making.

DOI: 10.1504/IJPSPM.2019.101081

International Journal of Public Sector Performance Management, 2019 Vol.5 No.3/4, pp.337 - 350

Received: 29 Jan 2019
Accepted: 30 Jan 2019
Published online: 23 Jul 2019 *

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