ASSESMENT OF BRAND PREFERENCE OF INTERNATIONAL vs. LOCAL MOBILE PHONE BRANDS

Abstract

The primary objective of this study was to investigate university students, specifically WKU students’, brand preference comparing international mobile phone with locally assembled mobile phone brands. Hence, this study tries to answer whether students prefer foreign brands over local brands due to the influence of western culture. In order to find out the brand preference of WKU students, the study considered two factors namely brand equity and consumers attributes. These factors had sub elements which included seven dimensions. To assess the factors influence, a sample size of 123 was selected using convenience sampling technique. The gathered data was analyzed by descriptive analysis. Based on the analysis, students of WKU overwhelmingly prefer international brands over locally assembled mobile phone brands. The analysis revealed that new technology applications, product attributes and price were the major criteria for a mobile phone purchasing decision among the students. In addition, friends or family and the internet were the major sources of information from where students get to know new mobile phone brands. Finally, brand equity dimensions were more influential in students’ brand preference than consumer attribute dimensions. In general, international mobile phone manufactures and local mobile assembling companies should focus on building their brand equity.