Consumers Mobile Phone Brand Preferences of Local Made Brands to Global: Evidences from West Shoa Zone, Oromia Regional State, Ambo Town, Ethiopia

Negash Geleta

doi:10.46281/ijmri.v4i1.706

Abstract

The study was conducted in Oromia regional state West Shoa Zone in Ambo Town in case of “Consumer The mobile phone Brand Preferences of Local Made Brands to Global”. Mobile phones are today can be considered as one of ingredient in the life of human beings. But due to rapid developments in technology, modernization and new innovations, there is a short lifecycle of mobile phone, which has a great impact on the manufacturers and retailers of such products. Then this study aimed to investigate the factors effecting consumers Mobile brand preferences local to global. The study employed both descriptive and explanatory research design. The target populations of the study were the mobile phone users in Ambo town of West Shoa Zone Oromia regional state, Ethiopia. The data was collected from 385 respondents by using convenience sampling technique. For data analysis descriptive (mean & standard deviation) and inferential (t-test, correlation analysis, and multiple regressions) were employed. Based on analysis the result shows the significance difference of local brand & global. In addition the result of regression shows all variables statistically significant except innovation, social status, and price. This was because consumers were not affording imported brands. Then, it can be concluded that there was a significant relationship between consumers local brand preference and global. Therefore, it can be recommended that marketers should sell innovative brands to satisfy the desire of consumers.

Highlights

Background of the StudyConsumer brand preference is an essential step in understanding consumer brand choice
A study which investigates the consumer brand preference towards mobile phones by factor analysis method could remedy for the situation (Mokhlis, S. & Yaakop, A.Y. 2012)
The findings of this study indicated that quality is the most important factor to have positive and significant effect on brand preference, followed by family and friends, and country of origin

Summary

Introduction

Background of the StudyConsumer brand preference is an essential step in understanding consumer brand choice. Consumers often face situations of selecting from several options (Dhar, 1999). G. wireless internet, mobile phone, MP3 player, GPS navigation system has been a long journey of innovation, which is constantly evolving and updating as a result of consumers changing needs and preferences A study which investigates the consumer brand preference towards mobile phones by factor analysis method could remedy for the situation During the mobile phone buying decision process, these subscribers‟ takes into account numerous factors. Researchers devoted little attention to factors underlying the the mobile phone buying decision process in Ethiopia. This study seeks to know the factors that underlying a person‟s decision in choosing brand of mobile phone(s) to use

Methods

Results

Conclusion