In this research paper, the researcher will shed light on role of cross functional attributes of Smartphone in context to brand loyalty and purchase decision of Chinese consumers. There are three major issues in the research paper such as, 1- identifying key product attributes of Smartphone which can influence brand loyalty among Chinese consumers, 2- understanding the cross linking between product attributes and 3- understanding variance in product attributes can create difference in brand loyalty of customer towards different Smartphone brands. The researcher has used qualitative research methodology in order to address the key research problems. Theoretical arguments of various research scholars have been used in order to develop theoretical argument in the paper. Market research report on Chinese consumer behaviour towards Smartphone and previous research works on the topic have been used in order to conduct the qualitative data analysis. The researcher found that individual attributes such as cash back offer, EMI schemes, wide screen size, touch sensitivity, HD quality movie watching facility, gaming options, availability of applications, metallic body, practical usable functions in Smartphone can influence purchasing decision and brand loyalty among Chinese Smartphone users. Lack of use of primary data to analyze consumer behaviour regarding particular product attribute is major limitation for the study. Findings of this research paper can be used by future Smartphone marketers in order to enhance brand loyalty among Chinese customers by influencing their purchasing decisions.
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