FACTORS INFLUENCING SMART PHONE BRAND PREFERENCES IN KATHMANDU VALLEY

Abstract

With the rise in active smartphone usage, companies face the challenge of understanding potential customers' purchasing decisions to drive sales growth and stay competitive. Forecasting or assessing individual preferences is challenging, yet it is crucial for marketers as it is a key step in understanding consumer choices. The main aim of this study is to investigate the factors influencing smart phone brand preference in Kathmandu valley. The study examines the influence of brand popularity, brand attributes and social influence on brand preference of smart phone among the consumers in Kathmandu valley. The independent variables are brand popularity, brand attributes and social influence. Brand preference is the dependent variable. The study's population consisted of smartphone users in the Kathmandu Valley. The primary data has been collected through a structured survey questionnaire by using convenient sampling technique from 250 smart phone users in Kathmandu valley. The research is quantitative in nature. Descriptive, correlation and casual research design was adopted to achieve objectives of this study. It reveals from the study that there is significant impact of brand popularity and brand attributes on brand preference of smart phone. However, social influence does not have significant impact on brand preference. The findings will aid smartphone manufacturers in formulating strategies aligned with consumer brand preferences. The results offer future researchers and business leaders a framework for understanding the evolving market landscape. This study makes a valuable contribution to both academic and professional fields.