| Title | Factors Affecting Brand Preference In Passenger Car Buying In Nepal |
|---|---|
| ID_Doc | 67703 |
| Authors | Rai, B; Bhattarai, G |
| Title | Factors Affecting Brand Preference In Passenger Car Buying In Nepal |
| Year | 2024 |
| Published | Innovative Marketing, 20, 1 |
| Abstract | 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 self-congruity on dependent variables was identified using structural equation modeling. The study's outcome showed that attribute (beta = 0.062, p > 0.05), price (beta = -0.041, p > 0.05), and appearance (beta = 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 (beta = 0.297, p < 0.05) and brand personality (beta = 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. |
| https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/19509/IM_2024_01_Rai.pdf |
No similar articles found.