Title: Brand preferences for consumer electronics in the United Arab Emirates

Authors: Anand Haridas; Alun Epps

Addresses: GM – Business Development, Algorithm Idea FZCO, Dubai, United Arab Emirates ' Business School, Middlesex University Dubai, Dubai, United Arab Emirates

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.

DOI: 10.1504/IJIE.2022.126398

International Journal of Intelligent Enterprise, 2022 Vol.9 No.4, pp.422 - 437

Accepted: 17 Feb 2020
Published online: 25 Oct 2022 *

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