The influences of marketing mix(7p), perceived quality, and product knowledge on consumer purchase intention of chinese domestic brands in mobile phones in fujian province, China
Main Article Content
Abstract
Consumers' purchasing intentions heavily influence the scale of domestic brands in China's fiercely competitive smartphone market. This study examines the impact of the marketing mix (7Ps), perceived quality, and product knowledge on consumers' purchase intention for domestic mobile phone brands in Fujian. A quantitative survey was conducted with 400 consumers from urban and rural areas, and the data were analyzed using descriptive statistics, t-tests, one-way ANOVA, and multiple linear regression. Demographic factors such as age, education, income, occupation, work experience, and work location are found to have a significant influence on purchase intention, whereas gender, residency, and work position do not. Product, physical evidence, and price are the most predictive elements of the marketing mix. Perceived quality, especially responsiveness, empathy, and reliability, has a direct impact on purchase intention. Besides, product knowledge, as represented by the product life cycle, has the greatest impact on consumer decision-making. Seventy-five percent of the variability in purchase intention can be explained, pointing to the significance of the findings. These results offer valuable implications for local smartphone manufacturers: optimize their marketing strategies, improve perceived quality, and leverage consumer knowledge to reinforce market control.
Article Details
How to Cite
WU, Xiaomin; PUTACHOTE, Nitipon.
The influences of marketing mix(7p), perceived quality, and product knowledge on consumer purchase intention of chinese domestic brands in mobile phones in fujian province, China.
Proceeding of International Conference on Islamic Education (ICIED), [S.l.], v. 10, n. 1, p. 693-707, dec. 2025.
ISSN 2613-9804.
Available at: <https://conferences.uin-malang.ac.id/index.php/icied/article/view/3649>. Date accessed: 03 feb. 2026.
doi: https://doi.org/10.18860/icied.v10i1.3649.
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Articles
References
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Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200301
https://doi.org/10.4324/9780203792643
Bitner, M. J. (1992). Servicescape: The impact of the physical surroundings on customers and employees. Journal of Marketing, 56(2), 57–71. https://doi.org/10.1177/002224299205600205
Brucks, M. (1985). The effects of product class knowledge on information search behavior. Journal of Consumer Research, 12(1), 1–16. https://doi.org/10.1086/209064
China Academy of Information and Communications Technology (CAICT). (2025). Analysis report on the operation of the domestic mobile phone market in February 2025.
https://gma.caict.ac.cn/en/plat/news/caict-release-china-mobile-phone-market-analysis-report-february-2025
Friedman, M. (2018). Theory of the consumption function (pp. 20–37). Princeton University Press.
https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&q=A+theory+of+the+consumption+function.+Princeton+University+Press.&btnG=
Glaeser, E. L., & Gottlieb, J. D. (2009). The wealth of cities: Agglomeration economies and spatial equilibrium in the United States. Journal of Economic Literature, 47(4), 983–1028. https://doi.org/10.1257/jel.47.4.983
Helson, H. (1964). Adaptation-level theory. Harper & Row. https://psycnet.apa.org/record/1964-35039-000
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion. Yale University Press.
https://books.google.co.th/books/about/Communication_and_Persuasion.html?id=0tti6c7cVyYC&hl=en&redir_esc=y
International Data Corporation. (2025). China's smartphone market down 4% in 2Q 2025 amid subsidy rollout challenges. IDC Worldwide Quarterly Mobile Phone Tracker.
https://www.eetasia.com/china-smartphone-market-down-4-in-2q-2025/
Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47(2), 263–291. https://doi.org/10.2307/1914185
Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 54(2), 1–18. https://doi.org/10.1177/002224299005400201
Lin, D. (2003). Gender difference in purchasing decision-making process: College students' purchasing behaviour of mobile phones [Doctoral dissertation, University of Surrey]. ProQuest Dissertations & Theses. https://www.proquest.com/openview/3803b4642c735a04b164562539c638a3/1?pq-origsite=gscholar&cbl=51922&diss=y
McIver, J. P., & Carmines, E. G. (2011). Unidimensional scaling. Sage. https://doi.org/10.4135/9781412986441
Modigliani, F. (1986). Life cycle, individual thrift, and the wealth of nations. American Economic Review, 76(3), 297–313. https://doi.org/10.1257/aer.76.3.297
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469. https://doi.org/10.1177/002224378001700405
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41–50. https://doi.org/10.1177/002224298504900405
Peter, L. J., & Hull, R. (1969). The Peter Principle. William Morrow. https://chat.deepseek.com/a/chat/s/4bad55c9-34be-4183-8837-e612485028a4
Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19, 123–205. https://doi.org/10.1016/S0065-2601(08)60214-2
Sapienza, A., Lítlá, M., Lehmann, S., & Alessandretti, L. (2023). Exposure to urban and rural contexts shapes smartphone usage behavior. PNAS Nexus, 2(11), pgad357. https://doi.org/10.1093/pnasnexus/pgad357
Scannell, L., & Gifford, R. (2010). Defining place attachment: A tripartite organizing framework. Journal of Environmental Psychology, 30(1), 1–10. https://doi.org/10.1016/j.jenvp.2009.09.006
Shostack, G. L. (1984). Designing services that deliver. Harvard Business Review, 62(1), 133–139. https://doi.org/10.1225/00178010-198401000-00011
Treisman, A., & Gelade, G. (1980). A feature-integration theory of attention. Cognitive Psychology, 12(1), 97–136. https://doi.org/10.1016/0010-0285(80)90005-5
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1–17. https://doi.org/10.1509/jmkg.68.1.1.24036
Vernon, R. (1966). International investment and international trade in the product cycle. Quarterly Journal of Economics, 80(2), 190–207. https://doi.org/10.2307/1880689
Weber, M. (2019). Economy and society: A new translation (K. Tribe, Trans.). Harvard University Press. (Original work published 1922). https://books.google.co.th/books?id=YoyIDwAAQBAJ&dq=Weber,+M.+(1922).+Economy+and+society.&lr=&source=gbs_navlinks_s
Yamane, T. (1973). Statistics: An Introductory Analysis. Harper & Row. https://www.scribd.com/document/503362584/Yamane-1973-Statistics-an-Introductory-Analysis
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200301