Understanding Consumer Preference for Automobile Brands: The Case of Ghana

Abstract

Over the years, firms have made considerable investment into various types of branding activities in order to become competitive and profitable by virtue of consumer purchase decisions. But the exact brand activities that significantly influence consumer preference for automobile brands in Ghana has not been empirically for some time now. Therefore, the purpose of this study is to identity the drivers of automobile brand choice among Ghanaian automobile users. Based on this objective, literature was reviewed on the concept of branding, of which five drivers of automobile brand choice were identified. These factors are emotional connection, social influence, brand price, brand awareness and brand accessibility. To empirically examine these factors, the adopted quantitative approach with the use of a questionnaire for data collection. Data was collected from two hundred and forty-nine automobile users within the Legon enclave. Data was coded using Stata statistical software package where the findings were presented using descriptive statistics, linear regression and Pearson correlation coefficient. Whiles the finding of the study revealed a significant positive relationship between the independent and dependent variables, emotional connection, brand awareness and brand accessibility were found to have the strongest relationship with behavioural intention. On the other hand, social influence and brand price were found to have insignificant relation with behavioural intention. The new empirical insights into factors influencing consumers’ purchase decision of automobiles from the study will be significant to automobile manufacturers and dealers operating in developing countries such as Ghana. The study therefore recommends that automobile dealers must build car brands that connect emotionally with consumers, and made easily accessible and create the needed awareness for them.