Factors that Affect Consumers’ Tendency to Buy Locally Assembled Mobile Phone

Since the wireless communication service introduced in Ethiopia, a dramatic growing of a cellular phone communication device market is a one which attract firms to import and assembled such devices for local market. These imported and locally assembled handsets are computing for the same market using defined strategies and business objectives. The intent of this study was that to assess consumers’ tendency related to locally assembled mobile phone handset. The main aim of this study was knowledge contribution for local assembler related to their customer behavior and generation of reliable data for further study also an important focus. Descriptive quantitative research method was utilized therefore it would be convenient to imply decision characteristics, demographic association with preference and brand preference related to this study. Close –ended 5 point Likert scale questioner was used to gather primary data from 385 respondents. Secondary data collected from books, journals, magazine, websites and others relevant sources. The entire respondent should have their own mobile phone. Non probabilistic convenience sampling was implemented to select the respondents. Collected data was analyzed using descriptive and inferential statistical tools including logistic regression and chi-square test to understand the association between demographic variables with preference of mobile phone between local and international brand to understand situation and draw conclusion and recommendation of the findings. From the analysis, product price was identified as dominant factor followed by product quality. Price also had significant effect on mobile preference between local and foreign brands. TECNO mobile was identified dominant brand using by consumers. These studies suggest that local assemblers should consider these and additional factors to understand the true picture of their market environment. All the above mentioned quantitative data were computed using the Statistical Package for Social Science (SPSS-20).