The impact of numeric sub-branding on Singaporean Chinese consumers: a conjoint analysis

Siong Hoe Tan

    Research output: ThesisDoctoral Thesis

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    [Truncated abstract] It has been argued that the demand for a product is largely dependent on price and quality (Dodds, Monroe & Grewal, 1991) and that it is possible to provide a global product with a universal brand, as consumers desire reliable and quality products at low prices (Levitt, 1983). As global companies extend their reach around the world and such “global” products become available world wide, it is important for marketers to understand if other factors play a significant role in consumers' purchase processes, especially in Asia where cultural and social influences can be very different from Western societies. Indeed, prior research has shown cultural roots and superstitious beliefs influence Chinese consumers' perceptions (Wattanavitukul, 2002; Hong, Pecotich & Shultz, 2002; Cadogan, 1999; Ang, 1997). Such influences may impact positively or negatively on a product in ways that are independent of its attributes. Thus, some Asian consumers pay very high prices for products that have particular numbers that are thought to be "lucky", suggesting the value of a product may be determined by more than price (Chintagunta, 2002) and quality in Asian markets. Since numerology is deeply rooted in Chinese culture, the present study was undertaken to examine the impact that two important numbers (4 and 8) had on Chinese consumers' value perceptions when used in sub-brand extensions. These numbers were chosen as Ang (1997) had noted the numbers represented "death" (4) and "prosperity" (8) in Chinese numerology and, consequently, may have a negative or positive impact on the value Chinese consumers attach to a product. While there are many types of products available to consumers and possible juxtapositions of numbers are almost endless, the present study was restricted to examining the impact that the numbers 4 and 8 had on the value Chinese consumers attached to cars and mobile phones to ensure the study was manageable...
    Original languageEnglish
    Publication statusUnpublished - 2006


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