Determining the factors affecting purchase intention of Turkish consumer towards chinese smartphone brands

The purpose of this study is to identify elements which impact Turkish consumer's intent to buy Chinese smartphone brands. There are studies on purchase intention of Turkish consumer's preferences on smartphones. In addition, this study focuses on intersection of rising Chinese brands and Turkish consumers purchase intention on smartphones. A number of hypothesis have been proposed based on theory of reasoned action in order to understand relation between purchase intention and five influential factors. These factors are economical value, perceived quality, perceived privacy, innovation and subjective norms. In addition, the effect of demographic characteristics such as age, monthly net income, education level on Chinese smartphone preference was examined. For data collection, Online survey was conducted with 364 valid participants. All responses were processed using the SPSS program. As a result, Economic value is the biggest factor affecting the Turkish consumer's intention to buy Chinese phone brands. Moreover, Turkish consumers attach importance to perceived quality and subjective norms when choosing smartphone. Unlike previous factors, consumers don't pay attention to innovation and perceived privacy when buying Chinese mobile phones. Demographic characteristics of consumers have no effect on buying Chinese phones. According to the study, Chinese brands should focus on affordable price and quality when developing and marketing mobile phones.