Brand preferences for consumer electronics in the United Arab Emirates

Abstract

The global consumer electronics industry has recently seen intense rivalry between a few major players. This research focuses on consumer behaviour, brand preferences and the relationship between socio-demographic factors and brand preferences in the United Arab Emirates (UAE). A quantitative study of data collected through a web-based questionnaire concludes that quality and brand equity are the major determinants of a consumer's decision and identifies Sony and Apple as the preferred electronics and smart phone brands. Age, gender and income do not influence brand preference within the UAE market.