Determinants of Automobile Purchase and Brand Choice in Ghana: Multinomial Logit Approach (original) (raw)

Key drivers of automobile brand choice in sub-Saharan Africa: the case of Ghana

Purpose -The paper aims to investigate the determinants of automobile brand choice in Ghana. Specifically, the paper seeks to hypothesize that consumers of automobiles make their purchases based on a multiplicity of factors. Design/methodology/approach -A quantitative approach using questionnaires was adopted to survey 1,020 respondents drawn from various workplaces, churches and homes. The data were analyzed using descriptive statistics, exploratory factor analysis and multiple regression analysis. Findings -The study established that the attributes of a car, emotional connection, external influences, awareness and accessibility make a strong and significant contribution to automobile brand choice in Ghana.

Determinants of Automobile Brand Choice

Multi Disciplinary Edu Global Quest, 2015

Automotive industry plays a vital role in country’s economic and industrial development. It is one of the fastest growing sectors in the world. De-licensing in 1991 and subsequent 100% FDI in the sector has put the Indian automobile industry on a new growth trajectory, which attracted foreign auto giants to set up their production facilities in the country to take advantage of the various benefits it offers. Large middle class population, growing earning power and strong technological capability have been boosting automobile demand for the past few years. The purpose of this paper is to create a deeper consideration of factors that influence consumer choice of one automobile brand over another. The research paper explored the proposition that brand choice behaviour is influenced by five consumption values, these being functional, social, emotional, conditional and epistemic values using SNG (1991a) theory of consumption values model. Convenient random sampling was employed and 215 c...

Determinants of Vehicles Buying Decision: in case of Addis Ababa

2018

Understanding the consumer behavior, what factors affect buying behavior and how buyers make a purchase decision helps to market the goods or services successfully. The main objective of this paper was to investigate determinants of vehicles buying decision. The hypothesis that consists of five independent variables and one dependent variable was developed in parallel with research questions and research objectives. The representatives of the study were taken from Addis Ababa using quota and convenience sampling. A total of 390 questionnaires were distributed to sub cities found in Addis Ababa and 378 were returned. But, 371 were valid and used for statistical analysis. Due to the nature of study undertaken, explanatory research design was used. Based on the exploration from theoretical and empirical review, private automobile owners were found to be purchase their Vehicles influenced by multiple factors. There were a positive and significant effect relationship between Price and ve...

Consumer’s Brand Choice Behavior for Car

Kuwait Chapter of Arabian Journal of Business and Management Review, 2013

The Main objective of the study is to identify attributes that affect the brand choice behavior of car and to identify why consumers give special emphasis to some particular tributes. The study reveals that Toyota is the most favourite brand followed by FORD, BMW, HONDA, MERCEDES-BENZ AND VOLVO. Availability of spare parts, brand image and durability has emerged as the most potent factors for preferring a specific brand motor car. Consumer also considers design, co lour, resale value, less fuel consumption spend and driving method as the impotent ones. Consumer belonging to different educational, occupational, income and age categories reveal more or less similar pattern in rating different factors considered for brand choice. For the purpose of the study consumers were asked how important each factor was to the respondents in making a car purchase. Safety was the top consideration followed by quality, value performance, design, technology and environment. They could be used as an index for improving their product and formulating marketing strategy accordingly.

ANALYSIS OF CUSTOMER CAR PURCHASE DECISION AND BRAND CHOICE: A STUDY OF PUNJAB STATE

Abstract The present study is to attempt know the factors affecting purchase decisions and brand choice of small car. The present study used exploratory cum descriptive design. A sample of 536 respondents used for collecting the response through well structured questionnaire with help of likert scale. The sample selected for this study includes the respondents of Punjab State. Data was collected with the help of structured questionnaire. Secondary data was also collected from different previous research studies, including several journals, articles, books, etc. A set of simple techniques of statistical analysis such as mean, standard deviation has been used. Further, ANOVA and Factor analysis was used. A computerized package PASW 18.0 version used. The results of study also revealed that respondents do not differ significantly towards factors affecting car purchase decisions and brand choice i.e., reliability, safety and comfort, creative design, cost and facility, trustworthiness, gracious, deluxe, handling conduct, and compatible of small cars at 5 percent level of significance, therefore the null hypothesis is accepted. The study also recommended that manufacturers should also focus on the reliability factor, safety and comfort of customer, creative design, privacy and facility, trustworthiness of car and its brand, gracious of product, deluxe, handling conduct and compatible’ are factors that affecting car purchase decisions and brand choice. Keyword: brand choice, deluxe, factor and comfort etc.

DETErmINaNTS Of cONSumEr PrEfErENcE fOr PETrOl cONSumPTION: ThE caSE Of PETrOl rETaIl IN ThE GamBIa

International Journal of Energy Production & Management Mgmt., Vol. 5, No. 2, 2020

Service organizations in today's globalized competitive business environment engaged in marketing strategies are geared toward responding to consumer needs and preferences and, at the same time, improve their competitive edge. Investigating the determinants of consumer preference is one of the important approaches to improving competitive edge of petrol station business. Despite significant studies on consumer behavior, especially factors that affect a new brand or products, there is limited empirical investigation on the premise of determinants of consumer preference particularly in petrol station business, thus creating a gap in this area. To this effect, this article intends to contribute in filling the knowledge gap by investigating the determinants of consumer preference and their impact on service station business in the Gambia. This article also identifies key marketing strategies that petrol station business can use to increase their market share. using non-probability convenience sampling, data were collected from 200 customers of petrol stations using self-administered questionnaires. Descriptive statistics, correlation and regression analysis were applied to analyze data using IBm SPSS statistics Version 22. The results of regression analysis identify marketing program and additional services out of the eight variables (marketing program, additional services, petrol station image, location, price, product assortment, service quality and management of service station) as the major determinants of service station consumer preference in the Gambia. This implies that petrol station companies should engage key marketing program strategies such as sales promotion, innovative product advertising, event sponsorship or association besides the provision of additional services like windscreen cleaning, water and air pumping, convenience store, fuel and motor product accessories sales plus services in order to increase sales as well as retain a large number of buyers as loyal customers.

THE IMPACT OF BRAND ON A CAR PURCHASING DECISION PROCESS

The concept of "brand" has provoked a huge curiosity among researchers from around the world because it plays a very important role in all marketing activities. This study aims to provide an overview of the impact of brand names on Kosovo consumers’ behavior and on their decision for car purchasing. The study will also investigate the other factors that consumers consider important when buying cars such as price, quality and country of origin, and among others the study will also investigate what is their opinion on the role of the car brand in determining the social status of the person and its impact on a persons’ self-esteem. This research is of an empirical nature and is carried out by collecting primary data via a self-administered questionnaires distributed electronically to 100 randomly selected car possessors. The study has pointed out that brand is not the decisive factor when making a decision to purchase a car. The price, quality and country of origin of cars are considered the most important attributes in determining the purchase. The results of this paper can be used by marketing managers and car dealers who, based on the data obtained from this research, can create new price strategies or even implement other promotional forms that put more emphasis on price, quality and country of origin of cars in order to better access their customers.

Factors affecting brand preference in passenger car buying in Nepal

2024

In today's complex and highly competitive marketplace, marketers, realizing a need to develop sustainable strategies, have turned to branding as a solution. Understanding the brand preferences of consumers is always under discussion. In such context, this study measured the effects of price, attributes, brand personality, appearance, and self-congruity on brand preference in buying a passenger car. A deductive reasoning approach, quantitative method, and positivist epistemology with predetermined hypotheses were used. A six-point Likert scale structured survey was utilized to gather the primary information. The sample included 411 passenger car users in Nepal. A judgmental sampling technique and a causal research design were used. Through path analysis, the effect of price, attributes, brand personality, appearance, and selfcongruity on dependent variables was identified using structural equation modeling. The study's outcome showed that attribute (β = 0.062, p > 0.05), price (β =-0.041, p > 0.05), and appearance (β = 0.022, p > 0.05) have no significant positive impact on consumer brand preference. Moreover, the study discovered that brand preference is influenced by self-congruity (β = 0.297, p < 0.05) and brand personality (β = 0.232, p < 0.05) in buying passenger cars in Nepal. It is concluded that brand image and prestige are more critical for high-involvement products. These outcomes provide a road map for future scholars and business people with a view of the emerging context of market development.

Analysis of factors affecting car purchasing decision

2020

The sales of Mitsubishi Xpander have successfully penetrated the Low MPV car market after 13 years won by its competitors in first-year sales of 2017. The purpose of this study is to analyze the characteristics of Mitsubishi Xpander consumers, the effects of the marketing mix and brand awareness on purchasing decisions, and strategies to increase purchasing decisions. Primary data were obtained from 300 respondents who had bought a Mitsubishi Xpander. Furthermore, the data were analyzed by using the SEM method. The results show the price, product, and location positively and significantly influenced purchasing decisions. Promotion and brand awareness variables have positive but not significant influences on purchasing decisions. The company needs to evaluate the price range of the product, maintain quality, and increase dealer location points on Google Maps. In addition, companies can conduct promotional and branding activities adjusted to the middle-class consumer segment.

Factors Influencing Consumer Decision to Purchase a Car

Marketing ì menedžment ìnnovacìj, 2023

This study is conducted to understand consumers' preferences with different demographic variables on their car purchase decision based on features the car offers and the cost consciousness variables considered mainly by consumers, as suggested by previous studies on this topic. The judgmental survey method was used for this research using a structured & non-disguised questionnaire to collect the responses. The pilot survey was used to understand the instrument's reliability and validity total of 200 respondents were contacted, but 143 responses were received. The response rate was almost 72% of the reached respondents. But, only 103 usable responses were considered for analysis as there were 40 responses found not to be a worthwhile while. 13 were inconsistent with their answers, 22 had missing values with essential questions, and the remaining 5 were outliers in their response. The shortlisted sample size (with almost 50% responses) is adequate for this type of research. Factor analysis with PCA is performed to group the variables and define the dependent variables for this study. The two dependent variables were defined from this. They are described as features of the cars and cost consciousness. Then ANOVA is used to get p-values for the regression scores of the independent demographic variables to understand the impact. The findings of this study show that none of the essential demographic variables of consumers (here gender, education, occupation and age) has shown a significant impact with features and cost consciousness as dependent variables in car purchase decisions. These findings contradict the studies done in the past. It is find from this study, that the consumers are more fashion-conscious and environmentally conscious than cost-conscious. This result may be because of the characteristics of the sample, which shows that there is no significant impact of any of the demographic variables on the car purchase decision based on the feature of the car as well as cost-consciousness factors like resale value, maintenance and fuel. The results of this study may change if the sample contains equal percentages of the consumers for all the demographic factors. The results may vary if the sample has more part-time employees and other types such as students, retired and unemployed.