Consumers’ Judgement on Brand Preferences and Price: A Comparative Analysis on Telecommunication Industry

S M Feroj Mahmood, Mohammad Ediamin Hossain, Shehab Sharier Sharzil


This paper intends to illuminate the impact of brand equity and price variance upon consumers purchasing behavior also the study also aims to clarify that among brand equity and price variance which influences more upon the buying behavior of consumers. The research is experimental by nature so both quantitative and qualitative research methods were used for conducting the research. Primary and secondary data were analyzed. Undisguised structured questions were the main form of data collection. An unstructured interviewing format was also adopted. Data were analyzed using SPSS approach. This paper indicates that how variance in consumers purchasing intention depends on upon product price and the brand equity in case of Samsung and Symphony mobile phone, most of all how the price influence consumers rather than the brand equity. It was predicted that both Samsung and Symphony has better market acceptance from the brand equity and price variance view. Both brands can ensure the forthcoming existence of top reputation.


Brand equity, Price variance, consumers buying behavior, Consumer judgement, and telecommunication

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Appendix (Questionnaire)



The answers mark will be marked as follows:

Strongly Disagree= 1

Disagree= 2

Uncertainty= 3

Agree= 4

Strongly agree= 5

Please put the tick (√) marks in the appropriate box.

Strongly Disagree Disagree Uncertainty Agree Strongly agree

Questionnaire 1 2 3 4 5

Perceived Quality

The quality and features of Samsung mobile phone is more preferable and better than Symphony

Brand Satisfaction

The overall facilities of Samsung mobile havemet my satisfaction rather than Symphony does

Brand Loyalty

I will stay with Samsung even if they change their phones quality, features and price but not in case of Symphony

Brand Image

Samsung has generated a higher image in the competitive market rather than Symphony

Brand Association

The brand name of Samsung mobile phone always came to mind faster than Symphony

Competitive Pricing

Price of Samsung is better than Symphony in the mobile phone market

Purchasing Decision

I am willing to purchase Samsung because of better quality, features,and pricing than Symphony

Change in Price

I will prefer Samsung even if the price increase rather than Symphony

Hardware and Software Quality

Samsung is Providing superior quality hardware and software at a reasonable price than Symphony


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