Global Journal of Management and Business Research, E: Marketing, Volume 22 Issue 2

© 2022. Md. Mahbubur Rahaman & Juhora Jamin Juha. This research/review article is distributed under the terms of the Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0). You must give appropriate credit to authors and reference this article if parts of the article are reproduced in any manner. Applicable licensing terms are at https://creativecommons.org/licenses/by-nc-nd/4.0/. Global Journal of Management and Business Research: E Marketing Volume 22 Issue 2 Version 1.0 Year 2022 Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Online ISSN: 2249-4588 & Print ISSN: 0975-5853 Factors Affecting Brand Preference for Purchasing Mobile Phones-Evidence from Bangladesh By Md. Mahbubur Rahaman & Juhora Jamin Juha Leading University Abstract- Competition and brand war are facing new dynamics and challenges every day. So, brands need to identify the factors that can affect their brand image to achieve brand preference. The objective is to examine some factors that can impact brand preference. The sample examined here is 328 from all across Bangladesh. Data collection is done by an online Google form through the snowball sampling technique. Regression analysis is used to test the hypothesis. The finding shows a strong association of the factors with brand preference. The significance of the research is that it can help marketers to justify the elements and design their offerings accordingly. The research findings can be used in similar product strategies and may contribute to capturing customer attention. Keywords: brands, brand preference, quality improvement, innovative features, promotion. GJMBR-E Classification: JEL Code: M31, M370 FactorsAffectingBrandPreferenceforPurchasingMobilePhonesEvidencefromBangladesh Strictly as per the compliance and regulations of: