Determinants Of Brand Choice For Mobile Phone Handsets Purchase: The Case Of Government Office Employees In Kolfe Keraniyo Sub-City

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.