Youth Consumer Preferences for Local vs. International Brands: Implications for SMEs in Kabwe District, Zambia

Simasiku Mwiya Mufalali, Regina Muduli, Mukwalikuli Mundia, Kayaza Ngoma, Bruce Mwiya and Jimmy Sikachelela
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Simasiku Mwiya Mufalali: Kwame Nkrumah University
Regina Muduli: Kwame Nkrumah University
Mukwalikuli Mundia: Kwame Nkrumah University
Kayaza Ngoma: Kwame Nkrumah University
Bruce Mwiya: Kwame Nkrumah University
Jimmy Sikachelela: Chreso University

African Journal of Commercial Studies, 2026, vol. 7, issue 3

Abstract: The increasing presence of international brands in developing economies has intensified competition for Small and Medium Enterprises (SMEs), making it important to understand the factors influencing consumer preferences for local versus international brands. This study examined youth consumer preferences for local and international brands and their implications for SMEs in Kabwe District, Zambia. Guided by Consumer Ethnocentrism Theory, the study investigated the influence of local brand perception, international brand perception, social influence, cultural and emotional attachment, and marketing and availability factors on purchase intentions. An explanatory cross-sectional research design was adopted, and data were collected from 139 youths using a structured questionnaire. Descriptive statistics and multiple regression analysis were employed to analyse the data. The findings revealed that respondents generally exhibited stronger preferences for local brands than international brands. Local brand perception (B = 0.405, p

Keywords: Consumer Preferences; Local and International Brands; Purchase Intention (search for similar items in EconPapers)
JEL-codes: D12 L26 M31 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:cwk:ajocsl:2026-029

DOI: 10.59413/ajocs/v7.i3.58

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