Abstract:
The primary purpose of this study was to explore determinants of brand choice for mobile phone
handsets purchase of government employees in Kolfe Keraniyo Sub-city in Addis Ababa,
Ethiopia. The study applied explanatory and descriptive type of research design. Mixed
quantitative and qualitative data were used from randomly selected samples using questionnaire,
and key informant interview. Descriptive statistics was applied using SPSS software. Thematic
analysis was used for the qualitative data analysis to substantiate the quantitative data. Major
findings of the study include that consumers’ preference for mobile apparatus is determined by
price range, brand and demand. Among others, Samsung, techno and infix were identified to be
the first three preferred mobile brands. Quality is the most important and significant factor
followed by Post sales service or warranty and maintenances service to determine consumer’s
decision to choose brand mobile apparatus. Consequently, features such as price, stylish
appearance, brand image and innovative features are also seen to be very important and
significant factors. Recommendation from friends and families, country of origin and celebrity
endorsement are also potentially important factors to determine employees’ choice for brand
mobile phone apparatus. Findings also show that there are positive relationships between the
mobile phone brand preferences and the independent variables or factors. Lastly, it is concluded
that consumer’s consideration and choice for brand mobile apparatus purchase is determined by
this potential factors and features. Thus, it is recommended that suppliers should work on
effective promotion in the way it can provide adequate information about their product; establish
good relationship with their customers in order to help sustainability and promotion of
manufacturers should be tailored to specific customer’s focus on the key features of their
products.
