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

Kojo Mensah Sedzro, Godfred Amewu, Joseph Darko, Ezekiel Nii Noye Nortey, Julius B. Dasah

Research output: Contribution to journalArticlepeer-review

8 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)303-317
Number of pages15
JournalJournal of Transnational Management
Volume19
Issue number4
DOIs
Publication statusPublished - 2 Oct 2014

Keywords

  • Automobile
  • Multinomial logistic model
  • brand-choice
  • customer behavior

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