Impacts of brand on consumer's purchasing decision in cell phone industry. The case of medium and high income students in HoChiMinh city

Abstract

The development of Vietnam‟s economy and the globalization has changed the quality of life of people. In the time of technology and communication, cell phones become extremely popular, especially among young consumers. The cell phone market in Vietnam is dynamic and diversified than ever before with innumerable cell phone brand names. However, when all aspects of a cell phone can be equal and competitive among companies, the most distinctive thing that can contribute to the success of a company is Brand. Therefore the purpose of this research is to measure the impact of brand on cell phone buying decision of Vietnamese young and educated consumers.

Applying the Brand Resonance Model of Keller together with data collected from

300 targeted audiences and some interviews taken place with experts in cell phone industry, the study found that young consumers are mostly affected by brand when choosing cell phones. The youth consider brand is important in ensuring the product quality and expressing themselves among other people. They are also willing to repeat buying and introduce to other people if they feel satisfied with the brand. Young consumers also care about the reputation of company behind the brand and cell phone companies have to care more about their service as well as information channels to attract more consumers.

Although there are still some limitations in this research, marketers in cell phone industry, especially Vietnamese cell phone brand names, can know more about opinions and needs of young consumers to build a great brand image and engage with young consumers, a very potential segment in market.