Determinants of Automobile Purchase and Brand Choice in Ghana: Multinomial Logit Approach

Abstract

This study expands on previous studies by examining the purchasers’ criteria choice of automobile in the Ghanaian market and establishing the factors that influence the purchase and estimating the choice of brand. The study examined 1,130 automobile owners. Data was collected on 20 automobile attributes considered important when purchasing an automobile. The preliminary result of the research show that five major factors— interior, safety, value for money, modernity, and economy—influence consumers to purchase a particular automobile. Conclusion can be drawn that a relationship exists between the influencing factors and the brands of automobiles purchased by respondents. © 2014, Taylor & Francis Group, LLC.