Determinants of brand preference of mobile phone (hand set) case of high profile investors

Addis Ababa University Collage of Commerce Department of Marketing Management Post Graduate Program “Determinants of brand preference of mobile phone (hand set) case of high profile investors” By: Mikias Tadese Id GSR/2798/07 Adviser: -Getie Andualem (Phd) Research Paper Submitted To the Department of Marketing Management of Addis Ababa University School of Commerce in Partial Fulfillment of the Requirements for the Degree of Masters of Arts in Marketing Management May, 2016 Addis Ababa ADDIS ABABA UNIVERSIRT SCHOOL OF COMMERCE MARKETING MANAGEMENT POST GRADUATE PROGRAMME Declaration I, Mikias Tadese, declare that this research paper entitled “determinants of brand preference of mobile phone case of high profile investors ” is my original work and has not been used by others for any other requirements in any other university and all sources of information in the study has been appropriately acknowledged Declared by: Mikias Tadese signature Advisor: Dr Getie Andualem signature Date Date - ADDIS ABABA UNIVERSIRT SCHOOL OF COMMERCE MARKETING MANAGEMENT POST GRADUATE PROGRAMME "Determinants of brand preference of mobile phone case of high profile investors" By: Mikias Tadese Approved by Board of Examiners Chairman, Department signature Date Advisor signature - Date Examiner signature - Date ADDIS ABABA UNIVERSIRT SCHOOL OF COMMERCE MARKETING MANAGEMENT POST GRADUATE PROGRAMME Letter of Certification This is to certify that Mikias Tadese carried out his research on the topic entitled “Determinants of brand preference of mobile phone case of high profile investors” This work is original in nature and is suitable for submission for the award of Master of Marketing Management Adviser: Getie Andualem(PhD) signature Date Acknowledgement First and foremost, I would like to thank to the Almighty God, for the gift of life and love The completion of this work would not be possible without the support and the help of many people whom I owe great thankful However, words are not enough to give their rights First of all, I would like to express my deep gratitude and appreciation to Getie Andualem (PhD) for his valuable comments and constructive suggestions I am highly indebted to all my families, who have constantly been encouraging and supporting me throughout my Academic career especially my greatest thanks must go to my Meron, Kidist, Tsega-alem, Biniam, wendwosen, Masersha, Tinase, Afomia, Meweded and Beza who used to encourage and support me since the beginning of my education to the time this project come true I really owe you so much thanks again God bless you My special, thanks goes to my colleagues, Melaku, Selam and Tsege for unwavering support during the time of data collection Last but not the least; I would like to express my heartfelt deeper gratitude for managers of Addis Ababa trade and industry bureau (Ato shesema) and all staffs and mangers of investment agency Table of contents Chapter one .1 Introduction 1.1 Back ground of the study 1.2 Statements of the problem 1.3 Basic research question 1.4 Objective of the study 1.4.1 General objective 1.4.2 Specific objective 1.5 Research hypothesis 1.6 Significance of the study .6 1.7 scope of the study .6 1.8 Definition of terms 1.9 Organization of the paper Chapter two .8 Review of related Literature .8 2.1 Concept of brand .8 2.1.1 Definition of brand 2.1.2 History of brand 2.1.3 Function of brand 2.2 Brand preference 10 2.2.1 Definition of brand preference .10 2.2.2 Consumer brand preference 11 2.3 Brand equity 12 2.3.1 Definition and concept of brand equity .12 2.3.2 Brand equity dimensions .13 2.3.2.1 Brand loyalty 13 2.3.2.2 Brand name awareness 14 2.3.2.3 Perceived quality .15 2.3.2.4 Brand association 16 2.4 Consumer behavior 17 2.5 Consumer decision making 17 2.5.1 Consumer decision making process 18 2.5.1.1 Need recognition 19 2.5.1.2 Information search .19 2.5.1.3 Evaluation of alternatives 19 2.5.1.4 Purchase 20 2.5.1.5 Post purchase 20 2.6 Factor affecting brand preference of mobile phone .21 2.7 Theoretical framework 22 Chapter Research methodology 24 Introduction 24 3.1 Research design .24 3.2 Research instrument 25 3.3 Source of data 25 3.4 Data collection techniques 25 3.5 Sampling design .26 3.5.1 Target population .26 3.5.2 Sampling techniques 26 3.5.3 Sample size determination 27 3.6 Data analysis and interpretation .28 3.7 Validity .28 3.8 Ethical clearance 29 CHAPTER FOUR: DATA ANALYSIS AND PRESENTARION 30 4.1 Reliability test 31 4.2 Frequencies distribution on general information 31 4.2.1 Frequency of demographic characteristics of the respondent 31 4.2.2 General information about the brand 34 4.3 Descriptive Statistics .36 4.3.1 Quality 37 4.3.2 Price 37 4.3.3 Perceived risk 38 4.3.4 Reference groups 38 4.3.5 Word of mouth 39 4.3.6 Advertising 40 4.3.7 Satisfaction 41 4.3.8 Brand preference .42 4.3.9 Foreign vs local 43 4.4 Correlation Analysis 43 4.5 Regression Analysis 46 4.5.1 Checking the assumptions 46 4.5.2 Outliers, Normality, Linearity, Independence of Residuals 47 4.5.3 Evaluating the Model .48 4.5.4 Evaluating each of the independent variables 49 4.6 Determinants of Brand preference based on profile of respondents 51 4.6.1 Independent sample t-test b/n gender and determinates of Brand preference 51 4.6.2 Independent sample t-test b/n investor type and Brand preference determinants 52 4.6.3 Brand preference determinants based on age of the respondents .54 4.6.4 Brand preference determinants based on investment capital of the respondents 55 4.6.5 Brand preference determinants based on investment sector of the respondents 56 Chapter five Summary of Finding, conclusions and recommendation .58 5.1 Summary of finding 58 5.2 Conclusion 59 5.3 Recommendation .60 5.4 Limitation and suggestion for further research .61 Reference .62 Appendix I List of Tables Table1: Reliability statistics 31 Table 2: gender of the respondents .32 Table 3: Investment capital of the respondents 33 Table 4: type of investor 33 Table 5: investment sector 34 Table 6: source of information of respondents 36 Table 7: Descriptive Statistics on Quality .37 Table 8: descriptive statistics on price 38 Table 9: Descriptive Statistics on perceived risk 38 Table 10: Descriptive Statistics on reference groups .39 Table 11: Descriptive Statistics on word of mouth 40 Table 12: Descriptive Statistics on advertising 40 Table 13: Descriptive Statistics on satisfaction 41 Table 14: Mean and standard deviation(Descriptive Statistics ) results of independent variables 42 Table 15: Descriptive Statistics on brand reference 42 Table 16: foreign mobile phone brands vs local mobile phone brands 43 Table 17: Correlation Analysis .44 Table 18: Regression model summary 48 Table 19:ANOVA table 49 Table 20: Regression Coefficients 50 Table 21:Independent sample t-test b/n gender and determinates of Brand preference .52 Table 22: independent t test b/n investor type and determinates of brand preference 53 Table 23: One way ANOVA test for different age group 54 Table 24: one way ANOVA analysis test b/n different investment capital 55 Table 25: one way ANOVA analysis test b/n different investment sector 57 Lists of figures Figure1 : Conceptual frame work of the study 23 Figure 2: Age group of respondents .32 Figure 3: type of mobile phone brand owned by investors .35 Figure 4: Normal P-P plot of regression standardized residual 47 Figure 5: scatter plot 48 Appendix A Brand Preference Survey Dear Participant, I am a graduate student at Addis Ababa University School of Commerce and currently I am conducting a research for the completion of my masters in marketing management This research work is a study to find out “determinants of brand preference of mobile phone (hand set) case of high profile investors.” This questionnaire is designed to collect information from mobile hand set owners in order to determine their brand preference This questionnaire is organized under three sections Section A: General information, Section B: screening questions and Section C: determinants of brand preference and over all brand preference questions Your willingness and cooperation in giving reliable information is well appreciated and the information you provide will be used for academic purpose and will be kept strictly confidential Completing this questionnaire will take you only few minutes Thank you in advance for spending your precious time to answer the questions Thanking you, MikiasTadese (The student researcher) Section A: Personal Information Instruction: Please select an appropriate response category by encircling the number of your choice Gender Male Female Which of the following Age category you belong to? 18-25years 26-34 Years 3.35-43 years Above 43years Investment capital 350,000-500,000 500,001-1,000,000 Type of investor 67 Above 1,000,000 Diaspora Local investor Investment sector Manufacturing Service 3.Agriculture Any Other (please specify ) - Section B: Screening Questions Instruction: Please select an appropriate response category by encircling the number of your choice 6) Do you have mobile phone? Yes No If the answer is yes for question 6, please answer the following 7) What brand of mobile phone you own? Apple Samsung 3.Hwawei 4.Smadel 5.Techno 6.Nokia HTC Others( please specify ) Where you get information about the brand when you want to buy mobile phone ?( you can encircle on more than one alternative) Friends Family 3.Neighbors 4.TV/Radio Newspaper/magazine Sales person Any other(please specify) Section C: Determinants Brand Preference of Mobile Phone (Hand Set) Instruction:Please show the extent to which you believe the determinants of brand preference (ivii) determines your brand choice and level of brand preference of mobile handsets You can Indicate your degree of agreement/disagreement by encircling the appropriate number, Where (1=strongly disagree; 2=Disagree; 3=Neutral; 4=Agree; and 5=strongly agree) S/No Statements SD D N A SA I Quality I prefer this brand because I trust its quality 10 I prefer this brands because of it has high quality 11 I prefer this brand because it offers excellent feature 12 I prefer this brand because brand has consistent 68 quality Ii Price 13 I prefer this brand because the brand is reasonably priced 14 I prefer this brand because it offers value for money 15 The price of this brand is a good indicator of its quality Iii Perceived risk 16 The finical risk I will incur for this brand is very low 17 The performance risk of using this brand is very low 18 I prefer this brand to reduce social risk Iv Reference groups 19 Prefer this brand because I am sure my friend like it 20 Prefer this brand because people expect me to buy 21 Prefer this brand to Makes a good impression on 5 5 other people V Word of mouth 22 I prefer this brand because my family has positive attitude towards the brand 23 I prefer this brand because too many people talk positively about it 24 Positive word of mouth reason to prefer this brand Vi Advertising 25 I prefer this brand because it is advertised on TV and Radio 69 26 I prefer this brand because it has an attractive and 5 5 recognizable advertisement 27 I prefer this brand because I frequently exposed to advertisement of the brand 28 Advertising influence over the type of brand I prefer Vii Satisfaction 29 I prefer mobile phone brands that have the ability to satisfy my stated or implied needs 30 I prefer this brand because it meet my expectation 31 I prefer this brand because I was satisfied by my 5 My preferred brand meets all my requirement than 5 previous experience Over all Brand preference 32 I like my preferred brand than any other mobile phone brand and it is my first preference 33 any other brand 34 My next mobile phone brand will be the same brand as my current mobile phone brand Foreign brand vs local brand 35 I prefer foreign mobile phone brands than local mobile phone brands 70 የብራንድ ምርጫን በተመለከተ የዳሰሳ ጥናት ክቡር ተሳታፊ፣ እኔ በአዲስ አበባ ዩኒቨርስቲ የንግድ ሥራ ትምህርት ቤት የሁለተኛ ዲግሪ ተማሪ ስሆን በአሁኑ ወቅት በማርኬቲንግ ማኜጅመንት የ2ኛ ዲግሪዬን ለማጠናቀቅ የሚረዳኝን የጥናት ሥራ በማከናወን ላይ እገኛለሁ፡፡ ይህ የጥናት ሥራ የሚያተኩረው “በከፍተኛ ደረጃ ላይ የሚገኙ ኢንቨስተሮች/ባለሀብቶች የተንቀሳቃሽ ስልክ ወይም የሞባይል ስልክ ቀፎ ብራንድ ምርጫ በሚወስኑ ሁኔታዎች” ላይ ያተኮረ ጥናት ነው፡፡ ይህ መጠይቅ ከሞባይል ስልክ ተጠቃሚ ባለሀብቶች መረጃ በማሰባሰብ የብራንድ ምርጫቸውን የሚወስኑ ሁኔታዎችን ለማወቅ የተዘጋጀ ነው፡፡ ይህ መጠይቅ በ3 ክፍሎች የተደራጀ ነው፡፡ ክፍል “ሀ” አጠቃላይ መረጃ፣ ክፍል “ለ” መለያ ጥያቄ እና ክፍል “ሐ” ብራንድ ምርጫን የሚወስኑ ሁኔታዎች እና ስለተመረጠው ብራንድ ያለዎትን ሀሳብ የተመለከቱ ጥያቄዎች ያካተቱ ናቸው፡፡ እርስዎ ተአማኒነት ያለው መረጃ ለመስጠት ያለዎትን ፍላጎት እና ትብብር በእጅጉ የማከብር ሲሆን እርስዎ የሚሰጡት መረጃ ለትምህርት አላማ ብቻ የሚያገለግል እና ምስጢራዊነቱ የተጠበቀ መሆኑን አረጋግጥልዎታለው፡፡ ይህንን ቃለ መጠይቅ ለማጠናቀቅ ጥቂት ደቂቃዎችን ብቻ ይወስድብዎታል፡፡ ጥያቄዎቹን ለመመለስ ውድ ጊዜዎን ሰውተው ስለተባበሩኝ በቅድሚያ ምስጋናዬ አቀርባለሁ፡፡ ከአክብሮት ሰላምታ ጋር ሚኪያስ ታደሰ ክፍል ሀ፡- ግላዊ መረጃ መመሪያ፡- እባክዎ ከቀረቡት አማራጮች ውስጥ ትክክል ነዉ የሚሉትን አማራጭ በማክበብ ይምረጡ ፡፡ ፆታ ወንድ ሴት በየትኛው የዕድሜ ክልል ውስጥ ይገኛሉ? ከ18-25 ዓመት ከ26-34 ዓመት ከ35-43 ዓመት ከ43 ዓመት በላይ 71 የኢንቨስትመንት ካፒታል መጠን ከ350,000-500,000 ከ500,001-1,000,000 ከ1,000,000 ብር በላይ የኢንቨስተሩ/ባለሐብቱ አይነት ዲያስፖራ የሀገር ውስጥ ኢንቨስተር/ባለሐብት የኢንቨስትመንት ዘርፍ ማምረቻ አገልግሎት ግብርና ሌላ ከሆነ እባክዎ ይጥቀሱ ክፍል ለ፡- መለያ ጥያቄዎች መመሪያ፡- እባክዎ ከቀረቡት አማራጮች ውስጥ ትክክል ነዉ የሚሉትን አማራጭ በማክበብ ይምረጡ ፡፡ የተንቀሳቃሽ ስልክ/ሞባይል ስልክ አለዎትን? አዎ የለኝም ለጥያቄ ተራ ቁጥር መልስዎ አዎን ከሆነ እባክዎ የሚከተሉትን ይመልሱ የተንቀሳቃሽ ስልኮ ብራንድ ምን ዓይነት ነው? Apple Samsung Hwawei Smadel Techno Nokia HTC ሌላ ከሆነ እባክዎ ይጥቀሱ የሞባይል ስልክ ለመግዛት ሲፈልጉ ስለ ብራንዱ አጠቃላይ መረጃን ከየት ያገኛሉ? (ከአንድ አማራጭ በላይ ማክበብ ይችላሉ) ከጓደኛ ከቤተሰብ ከጎረቤቶቼ ከቴሌቭዥን/ሬዲዮ ከጋዜጣ/መጽሔት ከሽያጭ ሰራተኛ ማንኛውም ሌላ ምንጭ ካሎት (እባክዎ ይጥቀሱ ) ክፍል ሐ፡- የሞባይል ስልክ (ቀፎ) የብራንድ ምርጫ የሚወስኑ ሁኔታዎች መመሪያ፡- ከ 1-7 የተዘረዘሩ የብራንድ ምርጫ የሚወስኑ ሁኔታዎች ላይ አጥብቄ አልስማማም፣አልስማማም፤ገለልተኛ፤እስማማለሁ እና አጥብቄ እስማማለሁ የሚሉ በቁጥር ከ 1-5 የተሰጣቸው ሲሆን የእርሶን ስምምነት መጠን ይገልጹልኛን ብለሁ የሚያስቡትን ቁጥር በማክበብ መልስዎን ይስጡ፡፡ 1-አጥብቄአልስማማም(አአል) እስማማለሁ(እስ) 5-አጥብቄ እስማማለሁ(አእስ) 72 2-አልስማማም(አል) 3-ገለልተኛ(ገ) 4- ተ መግለጫ አአል አል ገ እስ አእ ስ ቁ ጥራት እኔ ይህንን ብራንድ የመረጥኩት በጥራቱ ስለምተማመን ነው፡፡ 10 እኔ ይህንን ብራንድ የመረጥኩት ከፍተኛ ጥራት ስላለው ነው፡፡ 11 እኔ ይህንን ብራንድ የመረጥኩት የላቀ አገልግሎት ስለሚሰጠኝ ነው፡፡ 12 እኔ ይህንን ብራንድ የመረጥኩት ወጥነት ያለው ጥራት ስለሚከተል ነው፡፡ ዋጋ 13 እኔ ይህንን ብራንድ የመረጥኩት ዋጋው ምክንያታዊ በመሆኑ ነው፡፡ 14 እኔ ይህንን ብራንድ የመረጥኩት ዋጋው እሴት ስለሚጨምር ነው፡፡ 15 እኔ ይህንን ብራንድ የመረጥኩት ዋጋው ጥራቱን አመላካች ስለሆነ ነው፡፡ የሚጠበቁ ስጋቶች 16 በዚህ ብራንድ ምከንያት ሊደርስብኝ የሚችለው የገንዘብ ኪሳራ እጅግ አነስተኛ 5 5 ነው፡፡ 17 ይህንን ብራንድ በመጠቀሜ በቀላሉ ይበላሻል የሚለው ስጋት እጅግ አነስተኛ ነው፡፡ 18 ማኅበራዊ ስጋቶችን ለመቀነስ ይህንን ብራንድ መርጫለሁ፡፡ አርአያ በማድረግ 19 ይህንን ብራንድ የመረጥኩት ጓደኛዬቼ እንደሚወዱት እርግጠኛ ስለሆንኩ ነው፡፡ 20 ይህንን ብራንድ የመረጥኩት ሰዎች ይገዛል ብለው ስለሚጠብቁ ነው፡፡ 21 ሌሎች ሰዎችን ለመማረክ ስል ይህንን ብራንድ መርጫለሁ፡፡ 5 ምስክርነት 22 ይህንን ብራንድ የመረጥኩት ቤተሰቦቼ ስለ ብራንዱ አዎንታዊ አመለካከት 5 ስላላቸው ነው፡፡ 23 ይህንን ብራንድ የመረጥኩት ብዙ ሰዎች ስለ ብራንዱ አዎንታዊ አመለካከት ስላላቸው ነው፡፡ 24 ይህንን ብራንድ የመረጥኩት በአዎንታዊ የቃል ምስክርነት ነው፡፡ 73 ማስታወቂያ 25 ይህንን ብራንድ የመረጥኩት በቴሌቭዥን እና ሬድዮ ላይ ስለሚተዋወቅ 5 ነው፡፡ 26 ይህንን ብራንድ የመረጥኩት የሚስብ እና የሚታወስ ማስታወቂያ ስለተሰራለት ነው፡፡ 27 ይህንን ብራንድ የመረጥኩት ከፍተኛ የማስታወቂያ ሽፋን ስላለው ነው፡፡ 28 ማስታወቂያ የብራንድ ምርጫዬ ላይ የራሱ የሆነ ተጽእኖ አለው፡፡ እርካታ 29 እኔ ይህንን ብራንድ የመረጥኩት የእኔን ፍላጎቶች የማርካት አቅም ስላለው 5 5 5 ከሀገር ወስጥ የሞባይል ስልክ ቀፎ ብራንድ ይልቅ የውጭ ሀገር የሞባይል ነው፡፡ 30 ይህንን ብራንድ የመረጥኩት የምጠብቃቸውንአገልግሎቶች የሚያሟላልኝ በመሆኑ ነው፡፡ 31 ይህንን ብራንድ የመረጥኩት ከቀድሞ ልምዴ በመነሳት ፍላጎቴን ያረካልኝ ስለነበረ ነው ፡፡ አጠቃላይ ብራንድ ምርጫን በተመለከተ 30 ከሌላ ማንኛውም የሞባይል ስልክ ብራንድ የእኔ ምርጫ የሆነው ብራንድ የምወደውና ተቀዳሚ ምርጫዬ ነው፡፡ 31 እኔ የመረጥኩት ብራንድ ከሌላ ማናቸውም ብራንድ በበለጠ ፍላጎቴን ያሟላልኛል፡፡ 32 ቀጣዩ የእኔ የሞባይል ስልክ ብራንድ አሁን የያዝኩት ብራንድ ይሆናል፡፡ የውጭ ብራንድ ከ አገር ውስጥ ብራንድ 33 ስልክ ቀፎ ብራንድ እመርጣለሁ፡፡ 74 Appendix B Chi-Square Tests Value Df Asymp Sig (2sided) 11 838 11 709 Pearson Chi-Square 6.503a Likelihood Ratio 8.047 Linear-by-Linear 139 710 Association N of Valid Cases 352 a 14 cells (58.3%) have expected count less than The minimum expected count is 22 Brand preference * Investment sector Crosstab Count Investment sector Manufacturing Service Agriculture 1.00 1 1.33 2.00 14 2.33 2.67 3.00 16 Brand preference 3.33 3.67 4.00 36 166 Total 4.33 4.67 5.00 10 67 16 13 38 282 75 1 Total 20 19 10 203 24 15 49 352 Chi-Square Tests Value Df Asymp Sig (2sided) 22 950 22 959 Pearson Chi-Square 12.348a Likelihood Ratio 11.939 Linear-by-Linear 430 512 Association N of Valid Cases 352 a 27 cells (75.0%) have expected count less than The minimum expected count is 01 Chi-Square Tests Value Df Asymp Sig (2sided) 77 000 77 000 Pearson Chi-Square 188.424a Likelihood Ratio 147.313 Linear-by-Linear 52.642 000 Association N of Valid Cases 352 a 82 cells (85.4%) have expected count less than The minimum expected count is 02 Quality Price Perceived risk Reference groups Word-of-mouth Advertising Satisfaction Brand preference Valid N (listwise) Descriptive Statistics N Mean 352 4.1193 352 3.5369 352 2.6989 352 2.0170 352 3.7964 352 3.3345 352 4.0852 352 3.9545 352 Std Deviation 66798 78762 80532 75968 83824 88482 71501 75011 76 Quality Price Perceived risk Reference groups Word-of-mouth Advertising Satisfaction Brand preference Valid N (listwise) N Statistic 352 352 352 352 352 352 352 352 352 Mean Std Deviation Statistic Statistic 4.1193 66798 3.5369 78762 2.6989 80532 2.0170 75968 3.7964 83824 3.3345 88482 4.0852 71501 3.9545 75011 Descriptive Statistics Mean Std Deviation Brand preference 3.9545 75011 Quality 4.1193 66798 Price 3.5369 78762 Perceived risk 2.6989 80532 Reference groups 2.0170 75968 Word-of-mouth 3.7964 83824 Advertising 3.3345 88482 Satisfaction 4.0852 71501 N 352 352 352 352 352 352 352 352 Variables Entered/Removeda Model Variables Variables Method Entered Removed Satisfaction, Reference groups, Price, Perceived risk, Enter Advertising, Word-ofmouth, Quality a Dependent Variable: Brand preference 77 Statistic Std Error -1.349 130 -.942 130 280 130 978 130 -1.286 130 -.780 130 -1.274 130 -1.291 130 Kurtosis Statistic Std Error 3.014 259 -.283 259 -.837 259 1.677 259 1.527 259 -.399 259 2.488 259 2.409 259 b All requested variables entered Model Summaryb Model R R Square Adjusted R Std Error of DurbinSquare the Estimate Watson a 857 734 729 39043 2.042 a Predictors: (Constant), Satisfaction, Reference groups, Price, Perceived risk, Advertising, Word-of-mouth, Quality b Dependent Variable: Brand preference Model ANOVAa Df Sum of Mean Square F Squares Regression 145.056 20.722 135.940 Residual 52.439 344 152 Total 197.495 351 a Dependent Variable: Brand preference b Predictors: (Constant), Satisfaction, Reference groups, Price, Perceived risk, Advertising, Word-of-mouth, Quality Case wise Diagnosticsa Case Number Std Residual Brand preference -4.121 1.00 80 -4.488 2.00 90 -5.827 1.00 111 3.101 5.00 193 -3.074 2.00 a Dependent Variable: Brand preference 78 Predicted Value 2.6090 3.7523 3.2751 3.7894 3.2002 Residual -1.60899 -1.75227 -2.27507 1.21058 -1.20017 Sig .000b Residuals Statisticsa Minimum Maximum Mean Std Deviation 1.5406 5.0272 3.9545 64286 -3.755 1.669 000 1.000 Predicted Value Std Predicted Value Standard Error of 025 142 Predicted Value Adjusted Predicted Value 1.5610 5.0284 Residual -2.27506 1.21058 Std Residual -5.827 3.101 Stud Residual -5.992 3.135 Deleted Residual -2.40533 1.23755 Stud Deleted Residual -6.322 3.176 Mahal Distance 461 45.323 Cook's Distance 000 257 Centered Leverage Value 001 129 a Dependent Variable: Brand preference Model Unstandardized Standardize Coefficients d N 352 352 056 017 352 3.9544 00000 000 000 00012 -.002 6.980 004 020 64230 38652 990 1.007 39998 1.019 5.420 019 015 352 352 352 352 352 352 352 352 352 t Sig Collinearity Statistics Coefficients B (Constant) 6.487 000 582 1.718 028 -.030 -1.046 296 922 1.085 030 027 032 1.101 272 901 1.110 -.017 029 -.017 -.599 550 924 1.082 086 031 096 2.799 005 650 1.539 Advertising 048 027 056 1.793 074 783 1.278 Satisfaction 639 040 610 15.803 000 519 1.927 risk Reference groups Word of mouth 265 041 -.029 VIF 236 Perceived 173 Tolerance 294 Price -.182 Beta -1.051 Quality Std Error 79 Quality Price Perceived risk Reference groups Pearson Correlation Sig (1tailed) Pearson Correlation Sig (1tailed) Pearson Correlation Sig (1tailed) Pearson Correlation Sig (1tailed) Correlations Quality Price Perce Refer Wor Advertis Satisfa Bran ived ence d-ofing ction d risk group mou prefe s th rence * 455 ** ** 677 098* 099* -.018 238 628 ** * 034 098* 034 099 * 191 ** 032 000 -.018 039 368 232 032 368 000 000 * 039 058 223** 000 232 138 000 191* 206* 072 218** 000 090 000 * 042 201** 000 217 000 206* * Pearson 455** 058 072 042 Correlation Word of mouth Sig (1.000 138 090 217 tailed) * Pearson 201* ** ** 218 238 223 * * Correlation Advertising Sig (1.000 000 000 000 tailed) Pearson 628** 124* 082 -.014 Correlation Satisfaction Sig (1.000 010 063 399 tailed) Pearson 677** 092* 115* -.009 Correlation Brand preference Sig (1.000 043 015 432 tailed) N 352 352 352 352 * Correlation is significant at the 0.05 level (1-tailed) ** Correlation is significant at the 0.01 level (1-tailed) 80 ** 537 ** 281** 000 000 551 ** 010 043 082 115* 063 015 -.014 -.009 399 432 551* * 000 000 ** 314* 000 000 281 000 000 124* 092* 344** 537** 000 344 000 * 825* * 000 314** 825** 000 000 000 352 352 352 352 81 ... UNIVERSIRT SCHOOL OF COMMERCE MARKETING MANAGEMENT POST GRADUATE PROGRAMME "Determinants of brand preference of mobile phone case of high profile investors" By: Mikias Tadese Approved by Board of Examiners... of high profile investors in Addis Ababa mobile phone market context Therefore, this study is going to identify factors that affect mobile phone brand preference of investors in Addis Ababa mobile. .. identifies determinants of brand preference of investors In addition, there is no significant research to knowledge of the student researcher that informs the determinants of mobile phone brand preference