Determinant Factor of Automobile Brand Choice (The case of Ethiopian Automotive Dealers Market)
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Date
2017-06-16
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Addis Ababa University
Abstract
The Ethiopian automobile sector has emerged as one of the significantly developing and growing sectors in the last decade. The automobile industry of Ethiopia has witnessed a tremendous growth in all sections, right from two wheelers, three wheelers, trucks and passenger car segment. The study assess factors that influence brand choice with a sample size of 300 respondents was selected using convenience sampling technique. The research paper explored the proposition that brand choice behavior is influenced by five consumption values, these being functional, social, emotional, conditional and epistemic values using SNG (1991a) theory of consumption values model .Based on the theoretical frame work and objectives of the study 26 items were provided in a 5 point Likert scale to the respondents. The gathered data were analyzed by descriptive and inferential statistics. The correlations between determinants of brand choice and consumer preferences are also empirically tested. All possible correlations between determinants of brand choice and consumer preferences are also empirically tested. The purpose of this paper is to identify determinant automobile brand preference on the selected six dealer’s brand. Among the determinant factors, brand name, attributes, emotional connection, image, spare part, accessibility, and price are found out to be significant determinant of brand preference while external influence are found to be insignificant in determining brand preference. In general, dealers this segment market should provide brand that has sell with reasonable price, has to also focus on vehicles attributes, provide better maintenance, also give much more focus on advertisement connection and image of the car and emotional connection.
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Brand, Brand preference, Automobile Industry