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

The data analysis shows that the majority of respondents strongly agreed with the statements supporting the significance of quality improvement, innovative features, usability, and promotional initiatives for developing a favorable brand image and, consequently, brand preference. To capture client preferences in this dynamic competitive environment, businesses must concentrate on these characteristics. Customers like brands with high-performing products and a positive brand reputation, which can increase customer happiness and repurchase propensity. In order to build the brand and actively manage sales traffic, it is essential to emphasize the need for these facilities to be strengthened. The study focused on a small number of variables, but as customers' tastes change quickly, more variables may come into play in the future. Future studies may be conducted in that area to find other characteristics or aspects that may affect the brands that customers choose. 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Szmigin, I., & Carrigan, M. (2001). Time, consumption, and the older consumer: An 57 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 V. C onclusion and P olicy I mplications