Consumers Mobile Phone Brand Preferences of Local Made Brands to Global: Evidences from West Shoa Zone, Oromia Regional State, Ambo Town, Ethiopia
Keywords:
Consumer Preference, Brand, Mobile Phone, Local and Global.
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.
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Khan, Shahzad & Rohi, Sobia, (2013), “Investigating the factors affecting youth brand Choice for mobile Phones Purchase – A study of Private universities students of Peshawar” Management & Marketing Challenges for the Knowledge Society, 8,2, 369-384
Kirmani, A. and Baumgartner, H. (2000), “Reference Points Used in Quality and Value Judgments’”, Marketing Letters, Vol. 11 (4), pp. 299-310.
Kotler (2005) uttered that marketers are very much interested to study demographic environment of market in a view that it involves people and people make up market.
Kotler, P. and Armstrong, S. (1989), “Principles of Marketing”, Prentice-Hall, Englewood Cliffs, NJ
Kushwaha, Bijay Prasad., (2015), “An empirical study on youth perceptions and preferences on smart phones” International Journal of Research in IT & Management, 5, 10, 82-90
Lewis, Robert C. and Bernard H. Booms (1983), “The Marketing Aspects of Service Quality,” in Emerging Perspectives on Services Marketing
Li, S., & Li, Y. (2010). An Exploration of the Psychological Factors Influencing College Students’ Consumption of The mobile phone in West China. International Journal of Business and Management, 5(9), P132.
Liu, C.M. (2002), “The effects of promotional activities on brand decision in the cellular telephone industry”, Journal of Product and Brand Management, Vol. 11, No. 1, pp. 42-51.
M Chowdhury and M. T. Rahman, “Consumer Attitude towards the Cell Phone; A Study on Young Generations of Chittagong Metropolitan city, Bangladesh”, Asian Business Review, 3(5), 2013, 16-20.
M. Sata, “Factors Affecting Consumer Buying Behaviour of Mobile Phone”, Mediterranean Journal of Social Science, 4 (12), 2013, 103-112.
Macro Analysis & Consumer Research Organization (2004). Study of The mobile phone Usage among the Teenagers And Youth In Mumbai. Retrieved from, https://www.itu.int/osg/spu/ni/futuremobile/socialaspects/IndiaMacroMobileYouthStudy04.pdf.
Malik, Muhammad Ehsan., Ghafoor, Muhammad Mudasar., Iqbal, Kashif., Qasim Ali, Hira Hunbal, Muhammad Noman and Bilal Ahmad. (2013), “Impact of brand image and advertisement on consumer buying behavior”, World Applied Sciences Journal, 23, 1, 117-122
March, J.M. (1978). Bounded rationality, ambiguity, and the engineering of choice, Journal of Economics, 9(2), 587-608.
McCarthy, J. and Perreault, W. (1984). Basic Marketing 8th, ed
McCracken, G. (1986), “Culture and Consumption: A Theoretical account of the structure and movement of the cultural meaning of consumer goods”, Journal of Consumer Research, Vol. 13, pp. 71-84.
McDaniel, C., Lamb, C. W., and Hair, J. F. 2014. Marketing Essentials. 7th ed. Cape Town: Oxford University Press.
Meyer, R.J. and Kahn, B.E. (1991), “Probabilistic Models of Consumer Choice Behavior” in Handbook of Consumer Behavior, Robertson, T.S. and. Kassarjian, H.H, (eds.), Englewood Cliffs,. Prentice Hall, N.J.
Mokhlis, S. and Yaakop, A. Y. 2012. Consumer Choice Criteria in The mobile phone Selection: An Investigation of Malaysian University Students. International Review of Social Sciences and Humanities, 2(2): 203-212.
Mokhlis, S. and Yaakop, Y.A. (2012), “Consumer Choice Criteria in The mobile phone Selection: An Investigation of Malaysian University Students” International Review of Social Sciences and Humanities, Vol. 2, No. 2, pp. 203-212
Nguyen, T., Barrett, N., Miller, K., 2005. Perceived Brand Globalness: Antecedents and Out-come – The Case of Vietnamese Consumers. Proceedings of the 34th EMAC Conference, 24-27 Mai 2005, Università Commerciale Luigi Bocconi, Milan, Italy.
Nilson, H. (1998), “Competitive Branding-Winning the Marketplace with Value Added Brands”, John Wiley, New York
Oliver, R.L. and Swan, J.E. (1989). Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions: A Field Survey Approach, Journal of Marketing, 53 (April), 21-35.
Opoku, R.A., & Akorli, P.A.K. (2009). The preference gap: Ghanaian consumers‟ attitudes toward local and imported products. African Journal of Business Management, 3(8), 350-357.
Osman, M.A; Talib, A.Z.; Sanusi, Z.A; Shiang-Yen, T. and Alwi, A.S. (2012), A Study of the Trend of Smartphone and its Usage Behavior in Malaysia, International Journal on New Computer Architectures and Their Applications, 2(1), 275-286
P Gopal, Anjali and Aakanksha, “Mobile Marketing Research: A Study of Brand Prefrence by VIT Student's”, International Journal of Advanced Research in Computer Science and Software Engineering, 11, 2013, 1620-1623.
Peterson, R.A. and Jolibert, A.J.P (1995), “A meta-analysis pf country-of-origin effects”, Journal of International Business Studies, Vol. 26 (4), pp. 883-900.
Petruzzellis, L. 2010. The mobile phone choice: Technology versus Marketing. The brand effect in Italian market. European Journal of Marketing, 44(5): 610-634. Available: www.emaraldinsight.com.dutlib.dut.ac.za/doi/ref/ 10.110810309056101103298 (Accessed 7 March 2015).
Pikturnienė, I. (2013), “Attitude Formation Towards Local And International Ecological Face And Body Care Brands Among Lithuanian Female Consumers”, Organizations And Markets In Emerging Economies, 4, 1
Quelch, J. (1999), Global brands: taking stock”, Business Strategy Review, Vol.10 (1), pp.1-14.
R. Rijial, “Brand preference on Mobile Purchase among the Students of Roskilde University”, Bechelor of Business studies Project report, Roskilde University.
S. Malviya, M. S. Saluja and A. S. Thakur, “A Study of the Factors Influencing Consumer's Purchase Decision towards Smartphones in Indore”. International Journal of Advanced Research in Computer Science and Management Studies, 1(6), 2013, 14-21.
S. Mokhlis and A. Y. Yakoop, “Consumer Choice criteria in The mobile phone selection: An investigation of Malaysian University student”, International review of Social Science & Humanities, 2(2), 2012, 203-212.
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Published
2020-08-13
How to Cite
Geleta, N. (2020). Consumers Mobile Phone Brand Preferences of Local Made Brands to Global: Evidences from West Shoa Zone, Oromia Regional State, Ambo Town, Ethiopia. International Journal of Marketing Research Innovation, 4(1), 39-54. https://doi.org/10.46281/ijmri.v4i1.706
Section
Original Articles/Short Communications
Copyright (c) 2020 Negash Geleta
This work is licensed under a Creative Commons Attribution 4.0 International License.
