Customers’ Attitude towards Product Brand and Warranty/Guarantee option: An Empirical Study on Electronic Products User in Dhaka City in Bangladesh.

Md. Shamim Hossain¹ and  Md. Abdullah Al Mahmud²

¹School of Business and Economics, Manarat International University

Plot # CEN 16, Road # 106 Gulshan, Dhaka-1212, Bangladesh. Mobile No.: +8801927652385

²School of Business and Economics, Manarat International University

Plot # CEN 16, Road # 106, Gulshan, Dhaka-1212, Bangladesh. Mobile No.: +88 01718150263

Corresponding author Email: samimhosain@yahoo.com

Accepted 01 May 2012

Abstract

This study aims to investigate the customers’ attitude towards brand of the product and guarantee or warranty of the products. Results from the study indicate that for purchasing electronic products customers prefer brand rather than guarantee or warranty of the products.  The results also revealed that better brand product provide better warranty that brings the study to recommend on during purchasing electronic goods, customers’ should emphasize on brand of the product. The analyses provide that there are no meaningful differences between the customers who prefer brand and customers who prefer warranty/guarantee.

Key words: Customers’ Attitude, Brand, Warranty/Guarantee, Electronic Products, Customers’ in Bangladesh.