Factors Affecting Sale of Branded Cell Phones in a Market Flooded with Unbranded Chinese Cell Phones

Abstract

The purpose of this study is to shed light on factors which will directly and indirectly affect the sales of branded Chinese cell phones in Karachi. However, the study will even highlight the challenges faced by branded phones in a situation of
heavy influx of unbranded Chinese cell phones. In support with secondary data, the study even included opinions and discussions of various previous research. The research is Karachi based with a sample size of 291 university level students. Loyalty, Marketing, Channel of Distribution, Advertising and Performance shows positive relationship with Sales while Price and Communication did not show any positive impact on sales. The study clearly describes that Chinese Smartphones have a great potential in Pakistan- as the branded phones are working above $1100- price band believing they cannot fight with the Chinese players. The consumers are still behind the pace from shifting to smartphones from featurephones. Thus, price and features parity will create a traction and room to build business, but 4P’s should be smartly executed. The surveys clearly stipulate that smartphone is still hovering around 40% plus - Feature phones are still in demand because of aggressive marketing in order to generate consumer demand and preferences