| Abstract: | The 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 color |
