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

55 Global Journal of Management and Business Research Volume XXII Issue II Version I Year 2022 ( )E © 2022 Global Journals Factors Affecting Brand Preference for Purchasing Mobile Phones-Evidence from Bangladesh play in the consumer buying process. As a result, a family's income, advertising, and education level were all factors in purchasing a mobile phone. Prasilowati et al., (2021) argued that sales promotions positively impact consumer buying behavior. III. D ata and M ethodology Sampling: For analyzing the above factors and their influence on brand preference, a sample size of 350 was determined to represent the possible accuracy of representation. Data Collection and Measurement: Data was collected electronically by conducting an online survey by distributing Google Forms through social media. Five hundred (500) questionnaires were distributed, and around 350 were answered and returned in 3 months. Three hundred twenty-eight (328) of them were usable. Hypothesis: the hypothesis for the research is – H1: Brand preference is directly affected by brand image. IV. R esults and D iscussion a) Respondent Profiles Age Gender Family Income Years Frequency Percentage Frequency Percentage Monthly Income Level Frequency Percentage 15-20 78 23.8% Male 178 54.3% Below 30,000 65 19.9% 20-25 75 22.9% Female 150 45.7% 30,000-50,000 87 26.5% 25-30 110 33.5% 50,000-70,000 102 31.1% 30-35 65 19.8% 70,000 or more. 74 22.5% Respondents in this context roughly represent both genders. From 15 to 35 years old, the respondents in this study reflect a broad age spectrum. Today, even youngsters in school or college choose the phone brands they wish to use. However, it may be predominantly purchased for them by their parents. The respondents' or their families' average income is over 30,000, and 80% have incomes that are higher than that. b) Analysis of Frequency Table 1: Continuous improvement in quality represents a good brand image Frequency Percentage (%) Percentage (%) Valid Percentage (%) in total Valid Strongly disagree 26 7.9 7.9 7.9 Disagree 33 10.1 10.1 18 Neutral 15 4.6 4.6 22.6 Agree 112 34.1 34.1 56.7 Strongly Agree 142 43.3 43.3 100 Total 328 100 100 Continuous improvement is the conviction that a constant stream of carefully carried out improvements will have transformative effects. A company's brand image is more than a logo representing a company, product, or service. Today, it consists of various connections that customers draw from all their interactions with business companies. Most business organizations don't consider their brand image until there is an issue with the perception they are creating. Brand image is a critical factor in why most company ventures fail. The study also reveals that most respondents view quality improvement as vital. They like companies that often provide new designs, features, and software. Therefore, businesses must continually enhance their brand image. Table 2: Good brands mean easy-to-purchase and service facilities Frequency Percentage (%) Percentage (%) Valid Percentage (%) in total Valid Strongly disagree 18 5.5 5.5 5.5 Disagree 26 7.9 7.9 13.4 Neutral 20 6.1 6.1 19.5 Agree 135 41.2 41.2 60.7 Strongly Agree 129 39.3 39.3 100 Total 328 100 100