Factors Affecting Brand Preference for Purchasing Mobile Phones- Evidence from Bangladesh

Md. Mahbubur Rahaman; Juhora Jamin Juha

Authors

Md. Mahbubur Rahaman
Juhora Jamin Juha

Keywords:

Abstract

Competition and brand war are facing new dynamics and challenges every day. So, brands need to identify the factors that can affect their brand image to achieve brand preference. The objective is to examine some factors that can impact brand preference. The sample examined here is 328 from all across Bangladesh. Data collection is done by an online Google form through the snowball sampling technique. Regression analysis is used to test the hypothesis. The finding shows a strong association of the factors with brand preference. The significance of the research is that it can help marketers to justify the elements and design their offerings accordingly. The research findings can be used in similar product strategies and may contribute to capturing customer attention.

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Factors Affecting Brand Preference for Purchasing Mobile Phones- Evidence from Bangladesh. (2022). Global Journal of Management and Business Research, 22(E2), -. https://journalofbusiness.org/index.php/GJMBR/article/view/102731

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