BRAND IMAGE ANALYSIS OF ANDROID SMARTPHONES IN NIGERIA USING FACTOR ANALYSIS AND MULTINOMIAL REGRESSION TECHNIQUES

Abstract

Brand image encompasses consumers’ perceptions and associations with a brand that is pivotal in
shaping how individuals recognize and connect with products or services. This study explored the brand
image of Android Smartphones in Nigeria, emphasizing the role of brand perception in shaping customer
loyalty and purchasing decisions within a competitive market. A quantitative method is employed
through online data collection from a sample of 100 users of Android Smartphones in Nigeria by
considering a series of questions related to brand attributes. By analyzing user responses using factor
analysis technique, the attributes such as product quality, competitiveness, loyalty, innovation, design and
customer service support were identified as key dimensions of brand image. Multinomial regression
further revealed that brand perception demographic variables significantly influences consumer choices,
with Samsung being viewed as highly competitive and preferred by older age groups, while Infinix
showed varied loyalty among younger users. Techno, a leading brand, generally had a neutral perception
across demographic groups. These findings provide insights for Android brands to tailor their strategies,
foster positive customer perceptions, and strengthen market positioning in emerging economies.