Consumer’s Preferences About Branded Verses Non Branded Mobile Phones in Faisalabad
Science Journal of Business and Management
Volume 7, Issue 5, October 2019, Pages: 127-134
Received: Aug. 31, 2019;
Accepted: Oct. 15, 2019;
Published: Oct. 23, 2019
Views 665 Downloads 90
Muhammad Salman Arshad, Department of Management Sciences, Punjab Group of Colleges, University of Central Punjab, Lahore, Pakistan
Rohail Jibran, Department of Management Sciences, Punjab Group of Colleges, University of Central Punjab, Lahore, Pakistan
Hafiz Ayaz ul Qasmi, Department of Management Sciences, Punjab Group of Colleges, University of Central Punjab, Lahore, Pakistan
The present research was designed to consumer preferences about branded verses non branded mobile phones in Faisalabad. As there was a constant increase in imports of different products especially mobile phones and these imports precluded Non-Branded manufacturing industry growth. The imports were increasing to meet the demands of consumers and in return higher prices due to logistics and import duties could affect overall economy. The sample of 120 respondents will be selected haphazardly belonging to the Faisalabad for the purpose of data collection. Personal interviews and questionnaire will be used to collect the data from respondents. Suitable statistical techniques were used to analyze the gathered data. It’s likely that the findings would be helpful in understanding the reasons why consumers prefer branded and non-branded mobile phones and to give the recommendations to strengthen up the strategies that could increase consumer preferences towards Non-Branded mobile products over Branded mobile products. Descriptive statistics and averages were used to depict the data in SPSS 21. The results were shown in the tabular form. The likert scale was used from strongly disagree to disagree. The results showed that respondents liked branded mobile phones rather than local non-branded mobiles.
Muhammad Salman Arshad,
Hafiz Ayaz ul Qasmi,
Consumer’s Preferences About Branded Verses Non Branded Mobile Phones in Faisalabad, Science Journal of Business and Management. Special Issue: Pure Marketing and Management.
Vol. 7, No. 5,
2019, pp. 127-134.
Çifci, S., Ekinci, Y., Whyatt, G., Japutra, A., Molinillo, S., & Siala, H. (2016). A cross validation of Consumer-Based Brand Equity models: Driving customer equity in retail brands. Journal of Business Research, 69 (9), 3740-3747.
Hardman, S., Jenn, A., Tal, G., Axsen, J., Beard, G., Daina, N.,... & Plötz, P. (2018). A review of consumer preferences of and interactions with electric vehicle charging infrastructure. Transportation Research Part D: Transport and Environment, 62, 508-523.
Noblet, A., & LaMontagne, A. D. (2006). The role of workplace health promotion in addressing job stress. Health promotion international, 21 (4), 346-353.
Dasgupta, G. B., Gera, S., Verma, A., & Viswanathan, B. (2014). U.S. Patent No. 8,756,609. Washington, DC: U.S. Patent and Trademark Office.
Asshidin, N. H. N., Abidin, N., & Borhan, H. B. (2016). Perceived quality and emotional value that influence consumer's purchase intention towards American and local products. Procedia Economics and Finance, 35, 639-643.
Subramanian, K., & Yung, W. K. (2016). Review of life cycle assessment on consumer electronic products: Developments and the way ahead. Critical reviews in environmental science and technology, 46 (18), 1441-1497.
Balabanis, G., Diamantopoulos, A., Mueller, R. D., & Melewar, T. C. (2001). The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies. Journal of international business studies, 32 (1), 157-175.
Insch, A., & Walters, T. (2017). Conceptualising the role of street art in urban tourism. CAUTHE 2017: Time for Big Ideas? Re-thinking The Field for Tomorrow, 512.
Farooq, S. A., & Ali, S. R. (2018). THE NATIONAL MOBILE BRAND VERSUS INTERNATIONAL MOBILE BRAND ON THE CONSUMERS’BUYING DECISION. Journal of Marketing, 2.
Maurya, A. (2018). BRAND PREFERENCE TOWARDS MOBILE PHONE. Reflections-Journal of Management, 1 (1).
Van der Westhuizen, T., & Singh, T. (2018). Mobile Device Brand Loyalty of Youth: Perceived Value vs. Cybersecurity Choices. In Handbook of Research on Information and Cyber Security in the Fourth Industrial Revolution (pp. 531-545). IGI Global.
Aynadis, Z. (2014). The ‘made-in’effect: Effect of Country-of-origin on Consumers’ Buying Decision of Cloths (A Case of COO’s Effect on Mekelle University Students). Asian Journal of Technology & Management Research [ISSN: 2249–0892], 4 (01).
Southworth, S. S., & Ha-Brookshire, J. (2016). The impact of cultural authenticity on brand uniqueness and willingness to try: The case of Chinese brands and US consumers. Asia Pacific Journal of Marketing and Logistics, 28 (4), 724-742.
Mishra, A. (2016). Attribute-based design perceptions and consumer-brand relationship: Role of user expertise. Journal of Business Research, 69 (12), 5983-5992.