Huawei Smartphone Localisation Strategy in Malaysia

Dear Participant,
Thank you for taking the time to participate in this academic research survey. This study aims to understand consumer perceptions regarding Huawei smartphone’s localisation features in the Malaysian market. Your responses will remain anonymous and confidential, and will be used solely for academic purposes. The survey will take approximately 5-7 minutes to complete.
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1. What is your age group?
A. 18-24 years
B. 25-34 years
C. 35-45 years
D. Above 45 years old (End of questionnaire)
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2. Which brand is your current primary smartphone?
A. Huawei
B. Samsung
C. Apple (iPhone)
D. Xiaomi/Oppo/Vivo
E. Other
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3. How long have you been using your current smartphone?
A. Less than 6 months
B. 6 months – 1 year
C. 1 – 2 years
D. More than 2 years
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4. Do you agree with the statement, ‘I understand that Huawei smartphones offer a Malay user interface’?
A. Strongly Disagree
B. Disagree
C. Neutral
D. Agree
E. Strongly Agree
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5. Do you agree with the statement, ‘I believe the camera on Huawei phones is well-optimised for Malaysia’s bright, tropical lighting.’?
A. Strongly Disagree
B. Disagree
C. Neutral
D. Agree
E. Strongly Agree
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6. How important is a Malay-language interface to you when choosing a smartphone?
A. Not important at all
B. Slightly important
C. Moderately important
D. Very important
E. Extremely important
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7. Which of the following localised features would most influence you to consider purchasing a Huawei smartphone? (Multiple selection)
Malay-language UI / voice assistant
Camera optimised for tropical light and scenery
Localised after-sales service & warranty support
Partnerships with local carriers (e.g., bundled data plans)
Marketing that reflects Malaysian culture/festivals
Payment app integration (e.g., Touch ‘n Go, GrabPay)
None of the above
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8. Where are you most likely to see information about Huawei’s local promotions or new features?
A. Social media (Instagram, Facebook, TikTok)
B. Official website or email newsletter
C. Telecom operator stores or promotions
D. Word of mouth (friends/family)
E. I don’t notice such promotions
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9. Compared to other major brands (Samsung, Apple, etc.), how would you rate Huawei’s effort in catering to Malaysian users’ needs?
A. Much worse than others
B. Somewhat worse
C. About the same
D. Somewhat better
E. Much better
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10. Which of the following factors are most critical to you when buying a new smartphone? (Multiple selection)
Price and value for money
Camera quality
Battery life
Brand reputation
Local availability & service support
Software/OS features (e.g., language, UI design)
5G and network compatibility
Design and build quality
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11. In your opinion, what is one specific feature or change Huawei could introduce to better serve smartphone users in Malaysia?
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