Abstract
In order to understand the cultural motivations of global smartphone market competition and help multinational brands formulate localization strategies, this paper adopts a mixed research method, combining quantitative and qualitative analysis, to explore the impact of cultural values on consumer brand preferences. Based on data from 20 countries from 2018 to 2023, the "culture-brand positioning" model is constructed by integrating Hofstede's cultural dimensions, Schwartz's value theory and decision variables. The study found that power distance affects highend brand preferences, individualism is positively correlated with technological innovation attention, long-term development-oriented culture prefers cost-effective brands, and economic development level and local brand identity play a moderating role. Case analysis shows that successful brands achieve penetration by adapting to cultural values, such as Xiaomi's emphasis on durability in India. This study expands the theoretical framework of cross-cultural consumer behavior and provides practical guidance for the market positioning of multinational companies.
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How to cite this paper
Cultural Decoding of the Global Smartphone Brand Market Landscape: A Cross-cultural Comparative Study of Consumer Preference Formation
How to cite this paper: Kansheng Deng. (2025). Cultural Decoding of the Global Smartphone Brand Market Landscape: A Cross-cultural Comparative Study of Consumer Preference Formation. Sociology & Social Policy, 2(2), 72-75.
DOI: http://dx.doi.org/10.26855/ssp.2025.09.006