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

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 < .001), social influence (B = 0.313, p = .001), and cultural and emotional attachment (B = 0.308, p < .001) significantly influenced purchase intentions toward local brands, while international brand perception (B = 0.507, p < .001) was the only significant predictor of purchase intentions toward international brands. Marketing and availability factors were not significant predictors for either brand category. The findings suggest that consumer preferences are driven more by perceptions, emotional connections, cultural identity, and social influences than by promotional activities alone. The study concludes that SMEs can strengthen their competitiveness by improving product quality, enhancing brand image, leveraging cultural identity, and building stronger emotional connections with consumers. These findings provide valuable insights for SME owners, policymakers, and marketing practitioners seeking to promote local brand consumption and improve SME sustainability in Zambia.