The Effects of 4P’s Marketing Mix and Perceived Value on Consumer Repurchase Intention of the Huawei Mobile Phone Brand

Abstract

In the highly competitive environment of the Chinese mobile phone market, having a group of customers with a high degree of brand satisfaction is at the core of an organization's ability to survive and gain a competitive advantage. Therefore, the best way to create a strong brand is to increase consumers' brand loyalty so as to enhance repurchase intention. This article attempts to explore the relational factors influencing consumer repurchase intentions of mobile phone brands by proposing a framework based on the understanding of how the 4P’s marketing mix and perceived value affect repurchase intention from the consumer's perspective. Empirical analysis was used to conduct statistical tests on the two hypotheses proposed in this article, respectively verifying the impact of 4P's marketing mix on consumer repurchase intention and the impact of perceived value on consumer repurchase intention. In this study, 384 Chinese consumers of Huawei mobile phones formed the population of this study. The data analysis results show that the questionnaire scales in this study have good reliability. The regression analysis results quantitatively verified that both 4P's marketing mix and perceived value have a significant positive impact on consumer repurchase intention (p<0.001), thus confirming the validity of both research hypotheses.