摘要：An increase in using mobile phones and the availability of many phone brands induced the customers to consider various preferences in purchasing decisions. This descriptive study aimed to determine the factors that affect customers’ preferences to buy a cellular phone. The primary data was collected from a survey among the smartphone users in different age groups through a structured questionnaire. The study results show that more than 70 percent of smartphone users belong to the age group under 40 years. The study found that, among the factors examined, product features, brand image, price, and product quality are the most significant factors influencing the Bangladeshi customers to buy smartphones. The study’s findings have critical implications to mobile phone manufacturers to achieve competitive advantages in the market.
