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Youth Consumer Preferences for Local vs. International Brands: Implications for SMEs in Kabwe District, Zambia

Author

Listed:
  • Mufalali, Simasiku Mwiya

    (Kwame Nkrumah University)

  • Muduli, Regina

    (Kwame Nkrumah University)

  • Mundia, Mukwalikuli

    (Kwame Nkrumah University)

  • Ngoma, Kayaza

    (Kwame Nkrumah University)

  • Mwiya, Bruce

    (Kwame Nkrumah University)

  • Sikachelela, Jimmy

    (Chreso University)

Abstract

The increasing presence of international brands in developing economies has intensified competition for Small and Medium Enterprises (SMEs), making it important to understand the factors influencing consumer preferences for local versus international brands. This study examined youth consumer preferences for local and international brands and their implications for SMEs in Kabwe District, Zambia. Guided by Consumer Ethnocentrism Theory, the study investigated the influence of local brand perception, international brand perception, social influence, cultural and emotional attachment, and marketing and availability factors on purchase intentions. An explanatory cross-sectional research design was adopted, and data were collected from 139 youths using a structured questionnaire. Descriptive statistics and multiple regression analysis were employed to analyse the data. The findings revealed that respondents generally exhibited stronger preferences for local brands than international brands. Local brand perception (B = 0.405, p

Suggested Citation

  • Mufalali, Simasiku Mwiya & Muduli, Regina & Mundia, Mukwalikuli & Ngoma, Kayaza & Mwiya, Bruce & Sikachelela, Jimmy, 2026. "Youth Consumer Preferences for Local vs. International Brands: Implications for SMEs in Kabwe District, Zambia," African Journal of Commercial Studies, African Journal of Commercial Studies, vol. 7(3).
    • Handle: RePEc:cwk:ajocsl:2026-029
    DOI: 10.59413/ajocs/v7.i3.58
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    References listed on IDEAS

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    Keywords

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship

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