Research of Chinese consumers` purchase choice on Iphone and Galaxy

Abstract

Abstract This is a study that will help the market researchers and market managers to have a better understand on factors like ethnocentrism（consists of dogmatic ethnocentrism and patriotism ethnocetrism）, cosmopolitan, conspicuous consumption, quality perception, brand attitude, which will bring affect towards foreign products. In the 21th century , with the ongoing trend of globalization, it’s necessary that take a further concern on the factors affecting consumers’ behavior. The respondent objects are from two universities in Tianjin, China，338 college students which can represent for highly educated young consumers. This study indicate that cosmopolitanism has a significant effect on foreign product evaluation. However, ethnocentrism and conspicuous consumption have little significance on foreign product evaluation.