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With the prosperity of iPhone in China, more and more undergraduates pay great attention to it and purchase iPhone due to a lot of reasons, like showing personality, propagating brand, following fashion, even flaunting wealth. Undergraduates are special consumer groups, fresh users of each year, therefore a lot of merchants would like to do a special phones promotion in colleges and universities every new academic year, in order to increase their market share among undergraduates.
Brand loyalty is the important intangible assets in corporation. In the competitive market environment, there is no doubt that establishing brand loyalty is an important strategy for corporation to acquire persistent competitive advantage.(Zhang, 2013)
1.2 Purposes and Significance
Although brand loyalty and iPhone are both key factors in daily life, few scholars have studied iPhone’s brand loyalty level. Hence the author has a great interest in finding out iPhone’s brand loyalty level among undergraduates in Normal University.
This thesis applies the brand loyalty level to estimating undergraduates’ brand loyalty degree on iPhone, deepens the applicable significance of brand loyalty level.
The result of this study could help iPhone merchants to know undergraduates’ brand loyalty level and make relative marketing strategies on different brand loyalty levels in order to acquire more market share. The research method and questionnaire model can also adopted as a reference for other phone brand merchants to study undergraduates’ brand loyalty level and then make market segmentation and marketing strategy.
1.3 Structure
This thesis is pided into five chapters. Chapter one is an introduction, including the background of the thesis, the objectives and the practical significance. Chapter two is a literature review, which consists of the predecessors’ studies of definition, influencing factors of mobile phone brand loyalty. Chapter three describes the methodology used in this thesis. Chapter four states the research results and analysis, and provides marketing orientation for iPhone merchants. The last chapter summarizes the major findings.