Albany, NY -- (SBWIRE) -- 10/28/2014 -- Chinese consumers see technology brands they use as a reflection of desired lifestyles. What brands need to do is to understand consumer behaviour, build unique brand value, communicate through storytelling and establish a binding relationship that shares a sense of identity.

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Table of Content

Introduction

Definition
Personal computer (PC)
Mobile phone
Television (TV)
Home entertainment
Camera
Portable media player
Wearable product
Methodology
Abbreviations

Executive Summary

Technology market overview
Figure 1: Consumer expenditure, by sector, 2013
The consumer
The consumer – ownership and awareness of technology brands
Figure 2: Ownership and awareness of technology brands – international brands, July 2014
Figure 3: Ownership and awareness of technology brands – domestic brands, July 2014
Figure 4: Current usage of technology brands, by number of brands used, July 2014
The consumer – perceptions of technology brands
Figure 5: Perceptions of technology brands, July 2014
The consumer – influences on brand choice for technology products
Figure 6: Influences on brand choice – technology products, July 2014
The consumer – Influences on brand choice for technology services
Figure 7: Influences on brand choice – technology services, July 2014
The consumer – attitudes towards brand switching
Figure 8: Attitudes towards brand switching – consumer technology products, July 2014
Figure 9: Attitudes towards brand switching – technology and internet services, July 2014
The consumer – attitudes towards technology brands
Figure 10: Attitudes towards technology brands, July 2014
Key issues
How do domestic technology brands fare against international brands?
Are Chinese consumers loyal to brands in the technology world?
How far can technology brands stretch across categories?
Is offline presence still needed?
What it means

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