Open AccessImpact of Brand Image on Car Buyers' Choice of Branded Products in High Risk Market
Author(s) -
Patrick Ladipo,
Olushola Solomon Akeke
Publication year - 2019
Publication title -
vìsnik. ekonomìka/vìsnik kiïvsʹkogo nacìonalʹnogo unìversitetu ìmenì tarasa ševčenka. serìâ ekonomìka
Language(s) - English
Resource type - Journals
eISSN - 2079-908X
pISSN - 1728-2667
DOI - 10.17721/1728-2667.2019/204-3/4
Subject(s) - brand image , descriptive statistics , marketing , advertising , null hypothesis , sample (material) , product (mathematics) , business , regression analysis , statistics , mathematics , chemistry , geometry , chromatography
The study seeks to investigate the impact of brand image on consumer choice of branded products in Nigeria automobile market, focusing on (belief, assessment and satisfaction) of measuring brand imag e. A sample of 400 respondents was selected using convenience sampling method in Surulere Local Government on the Mainland of Lagos State, Nigeria. Through a structured questionnaire, data were collected and with the help of SPSS, analysis was made using both descriptive and inferential statistics. The results of the regression analysis revealed that all four null hypotheses tested were rejected, which shows that consumer choice of branded product to some extent depends on brand image.