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

Consumers are given reasons by brands to select their goods or services. A firm will undoubtedly attract a sizable number of devoted clients if it expresses a clear brand promise and consistently fulfills it over time. Strong brands are frequently seen by customers as "shortcuts" when making purchases. A consistent and clear offering and a positive brand experience put the customer at ease because they anticipate what will happen each time they engage with the brand. Good brands ensure service facilities like showing appreciation, collecting customer feedback, sending product suggestions, staying connected, supporting your clients, creating a complaint section, reviewing requests, and asking for recommendations. Obviously, to improve brand image, the purchasing process and service must be simple and accessible. Respondents inquire about the presence of brand showrooms and service facilities in their neighborhood. Table 3: Innovative features play an important role in a brand's image Brand awareness, brand loyalty, brand image, and brand leadership are some characteristics of brand equity that have been dramatically impacted by product innovation. High-quality, innovative products that promote a powerful brand image leads to brand trust. The investigation has shown that brand image can only be achieved with innovative product characteristics, and respondents have highlighted this, particularly among younger generations. Table 4: Promotional activities attain a good brand image Frequency Percentage (%) Percentage (%) Valid Percentage (%) in total Valid Strongly disagree 36 10.9 10.9 10.9 Disagree 33 10.1 10.1 21 Neutral 19 5.9 5.9 26.9 Agree 153 46.6 46.6 73.5 Strongly Agree 87 26.5 26.5 100 Total 328 100 100 Making sure that consumers are aware of the existence and position of products is the ultimate focus of promotion. Promotion is also used to remind customers why they want to buy a product and convince them that it is superior to similar items on the market. Their impacts include the creation of a brand, expansion inside your target market group, the identification of new secondary markets, the building of client loyalty, and the defense against rivalry. Most respondents agree that promotional efforts should increase brand preference more directly and successfully. Here we can see that the estimated R value is significantly high which indicates that the independent variables can exert a significant level of variation on the dependent variable. More than 70% variation is evident in the analysis of collected data. It supports that the theory is plausible and true. The F value is 37.238, and as a higher F value denotes a greater connection between variables, we can accept that brand image is positively associated and affected by the degree of effort firms put on continuous improvement of quality, bringing innovation, reaching customers and also communicating them through appropriate promotional initiatives. 56 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 Frequency Percentage (%) Percentage (%) Valid Percentage (%) in total Valid Strongly disagree 22 6.7 6.7 6.7 Disagree 24 7.3 7.3 14 Neutral 18 5.5 5.5 19.5 Agree 145 44.2 44.2 63.7 Strongly Agree 119 36.3 36.3 100 Total 328 100 100 Table 5: Regression Analysis Model R Adjusted Standard error F value Sigma 1 .727 .528 .514 .599 37.238 0.000 Dependent variable- Brand preference based on good brand image Predictors (Constant) - 1. Quality improvements, 2. Innovative features, 3. Ease of use and servicing facility, 4. Promotional initiatives