• Md. Rahat Khan Army Institute of Business Administration, Savar (An Affiliated Institute of Bangladesh University of Professionals), Dhaka, Bangladesh and Department of Marketing, Faculty of Business Studies Jagannath University, Dhaka, Bangladesh
  • Md. Zahir Uddin Arif Department of Marketing, Faculty of Business Studies, Jagannath University, Dhaka, Bangladesh
  • Mohammad Ali Department of Business Administration in Management Studies Bangladesh University of Professionals, Dhaka, Bangladesh



behavioral intention, brand preference, brand trust, cell phone brands, consumers’ perceptions


Consumers are becoming more interdependent and open as a result of globalization. Because of the idea of globalization, branding is
essential to take into account from both the marketing and consumer viewpoints. The current study intends to determine Bangladeshi
customers’ preferences for cell phone brands based on global versus local perspectives and to comprehend the influencing factors and cell phone features that could affect users’ purchasing decisions. A structured questionnaire was used to survey 850 consumers selected through a simple random sampling technique for the study, and 593 of their responses were deemed sufficient to continue the research. According to the study’s findings, customers favored the Android operating system and the Samsung brand the most. The majority of consumers believed that having a cell phone’s ‘convenient’ usage was its best feature. The study also identified a range of preferred budgets for a new cell phone. Eventually, a new measurement model for cell phone brand preference factors among Bangladeshi consumers was excavated by the study. Only four of the nine items selected for measurement in the study were sufficient for validating the model. The study’s inability to pinpoint any local ethnocentrism for brand preference was one of its flaws. The study will contribute and originate the value with novel and significant implications for cell phone consumers to choose their preferred brands with quality of service, cell phone brand marketers, telecom service providers, payment gateway service providers, and their support systems, including producers, supply chain and industry experts, before and after-sale service providers, brand promoters, stakeholders, policymakers, and governments of various developing and developed countries to build up and implement brand strategies and policies in the global cell phone device and internet-connected digitalized era. As a result, consumers can achieve their greater perceived brand value, ensuring their desired level of satisfaction with highly cognitive brand preferences, brand trust, and brand loyalty to their expected cell phone brands. 


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How to Cite

Khan, M. R., Arif, M. Z. U., & Ali, M. (2024). CONSUMERS’ PERCEPTIONS TOWARDS CELL PHONE BRAND PREFERENCE: THE CASE OF BANGLADESH. International Journal of Management Studies, 31(1), 137–170.