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\title{Factors Affecting Brand Preference for Purchasing Mobile Phones-Evidence from Bangladesh}
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             \author[1]{Md. Mahbubur  Rahaman}

             \author[2]{Juhora Jamin  Juha}

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\date{\small \em Received: 1 January 1970 Accepted: 1 January 1970 Published: 1 January 1970}

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\section[{Introduction}]{Introduction}\par
The consumer has different values, perceptions, and behavior patterns due to various environmental influences. Demographics, leisure habits, health factors, and lifestyle have a significant role in affecting the buying behavior of a customer. Research helps to track cultural shifts that might suggest new ways to market and sell products to consumers. Analysis of different cultural lifestyles also provides a better understanding of products and customers' preferences.\par
A brand can be defined in various ways. Phillips explained a brand as something like a term, symbol, or a combination of a number or elements to identify and differentiate the product of any seller \hyperref[b13]{(Kotler \& Keller, 2006)} while Keller mentioned a brand as "the sum of all marketing mix elements" \hyperref[b12]{(Keller, 2003)}. We can also define a brand as any characteristic or attribute that distinguishes one seller from another. A brand is a tool through which a firm's identity can be well established by differentiating the offerings and building a sustainable image in the customer's mind (M. \hyperref[b23]{Tanveer et al., 2021)}. A brand also creates a specific association in the target customer's mind (X. \hyperref[b25]{Wu et al., 2020)}.\par
The word "brand choice" is what we use to evaluate consumer preference for any brand. So, this term is used to calculate the demand level of a brand in comparison with the other brands (M. \hyperref[b23]{Tanveer et al., 2021)}. Globalization is transforming the whole world into a single market. Prior to liberalization, Indian consumers showed a distinctly stronger affinity for imported items and "foreign brands." However, after two decades of liberalization, the Indian apparel market is flooded with brands made in foreign countries. 
\section[{II.}]{II.} 
\section[{Literature Review}]{Literature Review}\par
Branding is not a new concept. It was evident that the ancient brick-makers in Egypt used to draw symbols on bricks to identify their bricks (A. \hyperref[b27]{Zia et al., 2021)}. A brand is meant to identify the products of a seller. Brands typically consist of elements such as the brand name, image, logo, design, packaging, and promotional activities. Brand choice or brand preference means that consumers' decisions differ from brand to brand. Consumer brand preference is begetting brand loyalty, which is repurchasing the same brand for an extended period (R. . Brand loyalty means a consumer prefers a brand among competing brands \hyperref[b12]{(Keller, 2003)}.\par
The brand choice depends on the performance of the products. It also depends on psychological and objective factors (F. \hyperref[b20]{Quoquab et al., 2020)}, and understanding the different sorts of consumers is crucial (J. \hyperref[b24]{Vesalainen et al., 2020)}, apart from the usage of products and personality \hyperref[b5]{(Coelho et al., 2020)}. Before 2010, Nokia was the market leader in the Asian subcontinent and worldwide. Nevertheless, a rivalry emerged in the Asia-Pacific region between other brands like Micromax, Nexian, and I-Mobile, which captured Nokia's market share. In the region, Androidpowered smartphones have also become more popular. Although Nokia introduced the Lumia Smartphone, it was not enough to cover the huge loss in revenue from Symbian-based smartphones over the next few months. Recently, in this region, the top 10 manufacturers were Samsung (20.6\%), Nokia (9.5\%), Apple Inc. (8.4\%), LG (4.2\%), Huawei (3.6\%), TCL Communication (3.5\%), Xiaomi (3.5\%), Lenovo (3.3\%), ZTE (3.0\%) and Micromax (2.2\%)  {\ref (Kaur, 2015)}. According to some research in the early nineties, companies paid enormous attention to analyzing and assessing the factors responsible for affecting consumers' choices associated with purchasing any brand (R. . It was also evident that there were several factors that pressurize consumers to prefer any particular brand \hyperref[b17]{(Odia \& Adekunle, 2020)}.\par
When it comes to consumer behavior, we can define it in various ways. Consumers' activities during possessing, consuming, and disposing of any product are known as "consumer behavior," and mostly, consumer behavior is affected by various environmental and individual causes \hyperref[b1]{(Blackwell et al., 2006)}. \hyperref[b3]{(Chowdhury \& Rahman, 2013}) identified the relationship between demographic variables and brand preference. They elucidated some attributes that impact consumer choice and the reasons behind young consumers' giving special importance to some particular factors in the Chittagong metropolitan city.\par
Because of their quick switching attitude, young respondents place less emphasis on attributes such as durability, price, others' advice, and opinion. Consumer preference can be analyzed through the classical fivestep (need-information search-evaluation of alternatives-purchase-post-purchase evaluation) problem-solving paradigm or by inspecting the succession from a product class to brand selection \hyperref[b9]{(Dorsch et al., 2000)}. Some independent factors affect consumers' choice of mobile service providers. So, literature regarding various factors affecting these independent factors was reviewed.\par
Two studies by Karjaluoto and his team (H. \hyperref[b11]{Karjaluoto et al., 2005)} investigated factors affecting mobile phone consumer choice through focus group interviews of graduate students. They identified seven factors: price, multimedia, design, brand and basic properties, innovative services, outside influence, and reliability. Again, they investigated whether the factors of call quality, brand image, handset, income level, and subscription duration affected subscriber choices in Korea. 
\section[{a) Price}]{a) Price}\par
Price can significantly impact consumers' purchasing decisions as this is a factor on which consumers rely on their judgment about any product (M. \hyperref[b23]{Tanveer et al., 2021)}. So, the price should be analyzed and set to encourage a purchase. It was suggested by \hyperref[b10]{(Ittaqullah, 2020}) that consumers are aware of price differences. Additionally, these variances have an impact on how customers see the company's goods and services, their sense of assurance, and how frequently they purchase. 
\section[{b) Quality}]{b) Quality}\par
Product quality means the degree to which a product performs according to customers' desire for its performance and is undoubtedly an essential factor in deciding on a product (M. \hyperref[b23]{Tanveer et al., 2021)}. It indicates the evaluation of actual performance and anticipated performance made by customers based on their perception \hyperref[b2]{(Carpenter et al., 2006)}. 
\section[{c) Unique Characteristics}]{c) Unique Characteristics}\par
People prefer smartphones with newer features, and their decision depends on these innovative features \hyperref[b18]{(Petersen et al., 2015)}. \hyperref[b0]{(Barak \& Gould, 1985)} detected that consumers of the younger generation prefer stylish goods more than older people. Young consumers are more interested in new features, and they seek information. They become more confident, are powered by information, and are transferred into opinion leaders, leading to brand switching \hyperref[b22]{(Szmigin \& Carrigan, 2001)}.  {\ref (Macmuda \& Hidayatb, 2012)} detected four crucial factors: price, size, and shape, new technology features, and brand name. They also analyzed the impact of these factors on consumers' buying behavior. They found that customers value new technology features as the most critical factor in purchasing decisions. 
\section[{d) Usability}]{d) Usability}\par
(Mack and Sharples, 2009) argued that ease of use is an essential determinant, and features, aesthetics, and cost are other factors that have determined the choice of mobile phone brand. Besides, Chandra \& Kumar (2012) found price, quality, and style functions as the most influential factors. e) Brand image \hyperref[b21]{(Sata, 2013)} studied in Ethiopia, specifically Hawassa town, and found that the first and most important factor is the brand quality and userfriendliness of the mobile phone. Similarly, \hyperref[b6]{(Das, 2012)} administered the survey method on factors affecting purchasing behavior of young customers towards mobile handsets in coastal districts of Odisha, India. The study showed that a handset of a reputed brand, smart look, advanced features, and user-friendliness influence young consumers' choices. f) Promotional Activities \hyperref[b26]{(Zephania, 2020)}. studied a variety of marketing strategies used by marketers to get customers' attention and recognition and to identify the role these strategies  
\section[{Data and Methodology}]{Data and Methodology}\par
Sampling: For analyzing the above factors and their influence on brand preference, a sample size of 350 was determined to represent the possible accuracy of representation.\par
Data Collection and Measurement: Data was collected electronically by conducting an online survey by distributing Google Forms through social media. Five hundred (500) questionnaires were distributed, and around 350 were answered and returned in 3 months. Three hundred twenty-eight (328) of them were usable.\par
Hypothesis: the hypothesis for the research is -H1: Brand preference is directly affected by brand image.\par
IV. Respondents in this context roughly represent both genders. From 15 to 35 years old, the respondents in this study reflect a broad age spectrum. Today, even youngsters in school or college choose the phone brands they wish to use. However, it may be predominantly purchased for them by their parents. The respondents' or their families' average income is over 30,000, and 80\% have incomes that are higher than that. Continuous improvement is the conviction that a constant stream of carefully carried out improvements will have transformative effects. A company's brand image is more than a logo representing a company, product, or service. Today, it consists of various connections that customers draw from all their interactions with business companies. Most business organizations don't consider their brand image until there is an issue with the perception they are creating. Brand image is a critical factor in why most company ventures fail. The study also reveals that most respondents view quality improvement as vital. They like companies that often provide new designs, features, and software. Therefore, businesses must continually enhance their brand image. Consumers are given reasons by brands to select their goods or services. A firm will undoubtedly attract a sizable number of devoted clients if it expresses a clear brand promise and consistently fulfills it over time. Strong brands are frequently seen by customers as "shortcuts" when making purchases. A consistent and clear offering and a positive brand experience put the customer at ease because they anticipate what will happen each time they engage with the brand. Good brands ensure service facilities like showing appreciation, collecting customer feedback, sending product suggestions, staying connected, supporting your clients, creating a complaint section, reviewing requests, and asking for recommendations. Obviously, to improve brand image, the purchasing process and service must be simple and accessible. Respondents inquire about the presence of brand showrooms and service facilities in their neighborhood. 
\section[{Results and Discussion}]{Results and Discussion} 
\section[{b) Analysis of Frequency}]{b) Analysis of Frequency}\par
Table  {\ref 3}: Innovative features play an important role in a brand's image Brand awareness, brand loyalty, brand image, and brand leadership are some characteristics of brand equity that have been dramatically impacted by product innovation. High-quality, innovative products that promote a powerful brand image leads to brand trust.\par
The investigation has that brand image can only be achieved with innovative product characteristics, and respondents have highlighted this, particularly among younger generations. Making sure that consumers are aware of the existence and position of products is the ultimate focus of promotion. Promotion is also used to remind customers why they want to buy a product and convince them that it is superior to similar items on the market. Their impacts include the creation of a brand, expansion inside your target market group, the identification of new secondary markets, the building of client loyalty, and the defense against rivalry. Most respondents agree that promotional efforts should increase brand preference more directly and successfully.\par
Here we can see that the estimated R value is significantly high which indicates that the independent variables can exert a significant level of variation on the dependent variable. More than 70\% variation is evident in the analysis of collected data. It supports that the theory is plausible and true. The F value is 37.238, and as a higher F value denotes a greater connection between variables, we can accept that brand image is positively associated and affected by the degree of effort firms put on continuous improvement of quality, bringing innovation, reaching customers and also communicating them through appropriate promotional initiatives. The data analysis shows that the majority of respondents strongly agreed with the statements supporting the significance of quality improvement, innovative features, usability, and promotional initiatives for developing a favorable brand image and, consequently, brand preference. To capture client preferences in this dynamic competitive environment, businesses must concentrate on these characteristics. Customers like brands with high-performing products and a positive brand reputation, which can increase customer happiness and repurchase propensity. In order to build the brand and actively manage sales traffic, it is essential to emphasize the need for these facilities to be strengthened. The study focused on a small number of variables, but as customers' tastes change quickly, more variables may come into play in the future. Future studies may be conducted in that area to find other characteristics or aspects that may affect the brands that customers choose.\begin{figure}[htbp]
\noindent\textbf{} \par 
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III.\\
Year 2022\\
Volume XXII Issue II Version I\\
( ) E\\
© 2022 Global Journals\end{longtable} \par
 
\caption{\label{tab_0}}\end{figure}
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\noindent\textbf{1} \par 
\begin{longtable}{P{0.020935960591133004\textwidth}P{0.23448275862068965\textwidth}P{0.10049261083743842\textwidth}P{0.15073891625615762\textwidth}P{0.17586206896551723\textwidth}P{0.16748768472906403\textwidth}}
\tabcellsep \tabcellsep Frequency\tabcellsep Percentage (\%)\tabcellsep Percentage (\%) Valid\tabcellsep Percentage (\%) in total\\
\tabcellsep Strongly disagree\tabcellsep 26\tabcellsep 7.9\tabcellsep 7.9\tabcellsep 7.9\\
\tabcellsep Disagree\tabcellsep 33\tabcellsep 10.1\tabcellsep 10.1\tabcellsep 18\\
Valid\tabcellsep Neutral\tabcellsep 15\tabcellsep 4.6\tabcellsep 4.6\tabcellsep 22.6\\
\tabcellsep Agree\tabcellsep 112\tabcellsep 34.1\tabcellsep 34.1\tabcellsep 56.7\\
\tabcellsep Strongly Agree\tabcellsep 142\tabcellsep 43.3\tabcellsep 43.3\tabcellsep 100\\
\tabcellsep Total\tabcellsep 328\tabcellsep 100\tabcellsep 100\tabcellsep \end{longtable} \par
 
\caption{\label{tab_2}Table 1 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{2} \par 
\begin{longtable}{P{0.020631067961165046\textwidth}P{0.23106796116504852\textwidth}P{0.35898058252427184\textwidth}P{0.08252427184466019\textwidth}P{0.08252427184466019\textwidth}P{0.07427184466019418\textwidth}}
\tabcellsep \tabcellsep \multicolumn{4}{l}{Frequency Percentage (\%) Percentage (\%) Valid Percentage (\%) in total}\\
\tabcellsep Strongly disagree\tabcellsep 18\tabcellsep 5.5\tabcellsep 5.5\tabcellsep 5.5\\
\tabcellsep Disagree\tabcellsep 26\tabcellsep 7.9\tabcellsep 7.9\tabcellsep 13.4\\
Valid\tabcellsep Neutral\tabcellsep 20\tabcellsep 6.1\tabcellsep 6.1\tabcellsep 19.5\\
\tabcellsep Agree\tabcellsep 135\tabcellsep 41.2\tabcellsep 41.2\tabcellsep 60.7\\
\tabcellsep Strongly Agree\tabcellsep 129\tabcellsep 39.3\tabcellsep 39.3\tabcellsep 100\\
\tabcellsep Total\tabcellsep 328\tabcellsep 100\tabcellsep 100\tabcellsep \end{longtable} \par
 
\caption{\label{tab_3}Table 2 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{4} \par 
\begin{longtable}{P{0.020432692307692308\textwidth}P{0.22884615384615384\textwidth}P{0.35144230769230766\textwidth}P{0.08990384615384615\textwidth}P{0.08990384615384615\textwidth}P{0.06947115384615385\textwidth}}
\tabcellsep \tabcellsep \multicolumn{4}{l}{Frequency Percentage (\%) Percentage (\%) Valid Percentage (\%) in total}\\
\tabcellsep Strongly disagree\tabcellsep 36\tabcellsep 10.9\tabcellsep 10.9\tabcellsep 10.9\\
\tabcellsep Disagree\tabcellsep 33\tabcellsep 10.1\tabcellsep 10.1\tabcellsep 21\\
Valid\tabcellsep Neutral\tabcellsep 19\tabcellsep 5.9\tabcellsep 5.9\tabcellsep 26.9\\
\tabcellsep Agree\tabcellsep 153\tabcellsep 46.6\tabcellsep 46.6\tabcellsep 73.5\\
\tabcellsep Strongly Agree\tabcellsep 87\tabcellsep 26.5\tabcellsep 26.5\tabcellsep 100\\
\tabcellsep Total\tabcellsep 328\tabcellsep 100\tabcellsep 100\tabcellsep \end{longtable} \par
 
\caption{\label{tab_4}Table 4 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{5} \par 
\begin{longtable}{P{0.85\textwidth}}
56\end{longtable} \par
 
\caption{\label{tab_5}Table 5 :}\end{figure}
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