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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/6087
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dc.contributor.authorWOLDU, NARDOS-
dc.date.accessioned2021-08-12T07:35:01Z-
dc.date.available2021-08-12T07:35:01Z-
dc.date.issued2021-06-
dc.identifier.uri.-
dc.identifier.urihttp://hdl.handle.net/123456789/6087-
dc.description.abstractThe primary objective of this study was to investigate factors affecting consumer smart phone preference for international versus local brand specifically in Addis Ababa. Factors such as brand name, price, reference group, social influence were used as independent variables. Hence, this study tries to answer whether consumers prefer foreign smart phone brands to tecno brands due to the influence of western culture. This study used explanatory research designs in order to conduct the study, the research was designed in quantitative research approach methods and the data was collected from primary data sources. while the primary data was collected through questionnaire analyzed through both descriptive and inferential methods. The descriptive analysis was conducted by using mean, frequency and percentage. On the other hand, inferential analysis was conducted by using regression and correlation analysis method. This study has identified the significant effect of the factors used in the study on consumers’ smart phone preference for international versus tecno brand in Addis Ababa. The researcher used local brand limited on tecno smart phone device based on the analysis, consumers those who live in Addis Ababa overwhelmingly prefer international brands rather than tecno mobile phone brands. The analysis revealed that new technology applications, product attributes and price were the major criteria for a mobile phone preference decision among the consumers. Concerning the individual factors, the study has found out positive and significant effect of brand name, price and social influence. However, effect of reference group is insignificant in affecting consumer preference for smart phone international versus tecno brand in Addis Ababa. Finally, the study recommends that tecno mobile phone have to concentrate on creating social influence, popular brand name and fair price which deserve smart phone such as well designed, that have big screens new technological application attractive coloren_US
dc.language.isoenen_US
dc.subjectconsumers’ preference, Smartphone’s, International versus local brand,en_US
dc.titleFACTORS AFFECTING CONSUMER SMART PHONE PREFERENCE: FOR INTERNATIONAL VERSUS LOCAL ASSEMBLED BRAND IN ADDIS ABABAen_US
dc.typeThesisen_US
Appears in Collections:Business Administration

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