Effects of consumer brand preference on marketing mix.

      Аннотация: Kenya’s smartphone market is growing at a very fast pace, changing with the global trends in the industry. The market has become a battle ground of marketing activities by smartphone brands such as Samsung, IDEOS, LG, HTC among others. In the current study, the effects of marketing mix on consumer brand preference on the smartphones among students in public universities in Nairobi Central Business District (NCBD was assessed. This study investigated the basic brand attributes that lead to brand preference, at the same time how brand preference is affected by the product, price, place, and promotion with reference to the smart phones. The specific objectives included: to determine the effects of product mix on consumer brand preference of smartphones among the college University students in Nairobi, to establish the effects of pricing strategies on consumer brand preference of smartphones, to identify the effects of distribution on consumer brand preference of the smart phones, and finally to determine the effects of the different promotion mix on consumer brand preference of smartphones. The study used a sample of 60 university college students.

Ключевые слова: advertising, product, Price, Place, Personal Selling, Public Relations, Sales Promotion