The study was an examination of the relationship between product branding and purchase decision. Investigation centered on the various effects of product branding on the purchase decisions of automotive users, using the Honda Accord and Toyota Camry automotive brands as a case study. A cross sectional quantitative research design was used. In today’s competitive markets, manufacturers of various products have manipulated numerous variables that could enable them to secure buyers’ purchase decisions and preference. The variables that are relevant in the study are product brand, price, perceived quality and purchase decision. Some marketers have gone a step further by adopting what is generally known as relationship marketing. The result of the investigation indicated a positive correlation between product brand and purchase decision.
|Advisor:||Okere, Harold C.|
|School:||Argosy University/Washington DC|
|School Location:||United States -- District of Columbia|
|Source:||DAI-A 73/02, Dissertation Abstracts International|
|Subjects:||Marketing, Behavioral psychology, Economic theory|
|Keywords:||Branding, Purchasing decisions, Relationship economics|
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