Abstract:
This study gives an insight in to the electronic household appliance market industry in
sri Lanka. electronic household appliance manufacturers and marketers are facing
hyper competition in Sri Lanka. electronic household appliance marketers should have
clear idea about the factors which are influencing the choice of the electronic household
appliancetodesign,produce,setprice,communicateandpromotetheelectronic
household appliance in such manner to get more market share and win hole hard of the
potential consumers. So, it is important to know the factors affecting brand preference
of electronic household appliance'
This study aims to investigate the factors influencing brand preference of consumers
towards selected electronic household appliances: special reference to manmunai north
division of Batticaloa. In this Offices, 390 consumers were chosen as a sample' and
they were given questionnaires to complete. Additionally, descriptive statistics'
correlation, regression, and mediating analyses were used to analyses the gathered data'
The analyses were done using SPSS'
The result ofthe correlation analysis indicates that all the variables are positively related
to the brand preference. The study reveals that advertising, price ofthe brand' trust on
the brand and subjective norrn play a crucial role in influencing brand preference' The
findings suggest that advertising could be a powerful marketing tool to influence brand
preference towards electronic household appliances in manmunai north division of
Batticaloa.
Moreover, this study provides valuable insights into the factors that influence brand
preference towards electronic household appliances in manmunai north division of
Batticaloa. The results of the study suggest that brand loyalty, advertising, brand
availability, price of the brand, trust on the brand' product factors, certification and
subjective norrn are all significant factors that marketers should consider to influence
brand preference.
Keywords: Brand Preference, Advertising, Price of The Brand, Trust on The Brand
and Subjective Norm
