Brand preferences for consumer electronics in the United Arab Emirates

Anand Haridas and Alun Epps

International Journal of Intelligent Enterprise, 2022, vol. 9, issue 4, 422-437

Abstract: The global consumer electronics industry has recently seen intense rivalry between a few major players. This research focuses on consumer behaviour, brand preferences and the relationship between socio-demographic factors and brand preferences in the United Arab Emirates (UAE). A quantitative study of data collected through a web-based questionnaire concludes that quality and brand equity are the major determinants of a consumer's decision and identifies Sony and Apple as the preferred electronics and smart phone brands. Age, gender and income do not influence brand preference within the UAE market.

Keywords: consumer behaviour; brand preference; quality; brand equity; consumer electronics; smart phones; socio-demographic factors; the United Arab Emirates. (search for similar items in EconPapers)
Date: 2022
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