Abstract:
Today, mobile phones are considered as one of ingredient in the life of human beings. But due to
rapid developments in technology, modernization and new innovations, there is a short lifecycle
of mobile phone, which has a great impact on the manufacturers and retailers of such products.
Thus, the aim of this study was to examine the effect of brand and country of origin on
consumers’ product choice. To achieve this purpose, both descriptive and explanatory study
design was adopted through quantitative and qualitative research methods. A convenience
sampling method was applied in order to select the sample respondents and a sample size of 267
respondents was selected. The questions are close ended questions measured by a five Likert
scale and there are interview questions which were designed to collect consumer thoughts for the
practical implications. The data was collected by using primary method of data collection and
the questionnaire was analyzed by using both descriptive and inferential statistical analysis in
the form of tables, frequencies, and percentages and inferential statistics using correlation and
regression analysis. SPSS Version 20 software was used to analyze the data that was obtained
from the respondents. According to correlation analysis result, there exists a significant and
strong positive relationship between the independent variables (country image, product
knowledge, brand image, brand awareness, brand quality, product design and product
durability) and product choice at 5% level of significance. However, there exist also weakly
positive relationship between the independent variables (patriotism and brand loyalty) 5% level
of significance. In addition, the multiple linear regression analysis result revealed that country
image, product knowledge, brand image, brand awareness, brand quality, product design and
product durability have positive and statistically significance effect on product choice, whereas
patriotism and brand loyalty have no statistically significance effect on product choice in mobile
phone market at 5% level of significance.
