Brand preferences for consumer electronics in the United Arab Emirates
by Anand Haridas; Alun Epps
International Journal of Intelligent Enterprise (IJIE), Vol. 9, No. 4, 2022

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.

Online publication date: Tue, 25-Oct-2022

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