A Survey on Antecedents of Brand Preference (A Case of Samsung on Audio and Video Products)

Abstract

This study aims to investigate the factors influencing brand preference. Samsung audio and video products have been chosen as case study. This study is based on practical approach. Data collection methods is descriptive branch of the covariance matrix or correlation analysis. After gathering information through questionnaires, exploratory factor analysis was conducted by LISREL software. As a result, the overall factors affecting customer preferences in the form factor of 7 were determined. Each of these factors were determined as general hypothesis of the study. These assumptions were studied through confirmatory factor analysis and path analysis. The results showed that brand awareness, advertising, features of value and characteristics of customer, effect on Samsung brand preference.