THE EFFECT OF 4P’S MARKETING MIX ON CONSUMER REPURCHASE INTENTION OF MOBILE PHONE BRAND

Abstract

This article attempts to explore the relational factors influencing consumer repurchase intentions of mobile phone brands by proposing a framework based on understanding how the 4P's marketing mix affects repurchase intention from the consumer's perspective. This article uses empirical analysis to conduct statistical tests on the hypothesis proposed in this article, verifying the impact of 4P's marketing mix on consumer repurchase intention. In this study, Chinese consumers of Huawei mobile phones are taken as the population of this study. The regression analysis results quantitatively verified that 4P's marketing mix significantly positively impacts consumer repurchase intention.