Factors Affecting Consumer Purchase Choice Among Locally Assembled and Foreign Made Smartphone: (In Case of Bank Employees of Dire Dawa City)

The purpose of this study was to identify factors affecting consumer smartphone purchase choice among locally assembled and foreign made smartphones in Bank employees of Dire Dawa city. Both primary and secondary sources of data were used and the primary data was gathered through structured questionnaire. To achieve the research objectives, descriptive research design with predominantly quantitative method was employed. Descriptive statistics tools such as frequency and percentage were used to present the collected data and to point out special features. Chi-square test was employed to test whether there are statistically significant associations between smartphone purchase choice and independent factors. To identify the major factors affecting consumer smartphone purchase choice, inferential statistics such as binary logistic regression analysis method was employed. Analysis was carried out using the Statistical package for Social Science SPSS. The findings of this study showed that brand popularity, camera, durability, battery life duration and friends recommendation were found to be significantly associated with smartphone purchase choice. However, price, advertisement, and mature application store was found to be statistically insignificant.