Determinants Of Consumers' Brand Preference Of Automobile Among Staff Of Michael Okpara University Of Agriculture, Umudike (Mouau)
ABSTRACT
Automobile market is one of the most
innovative and competitive market in the world. The brand choice of consumers
changes from one innovation to another. Cooper (1993) noted that most of them
failed in the market creating the need for marketers to have a clear
understanding of success factors in brand preferences. Customers brand
preference is therefore influenced by brand equity and marketing mix elements.
Ardersonet al (2012) define automobile preference as a situation in which a
consumer prefers one automobile brand .over another, holding constant
characteristics and experience. The definition allows brand preference to be
driven by either product attribute or consumer field of experience and social
status. However today market is driven and dominated by consumers who
are regarded as the king. The process through which consumers buy products and
services is different from one consumer to another and from one product to
another product
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UKPAI, E (2021). Determinants Of Consumers' Brand Preference Of Automobile Among Staff Of Michael Okpara University Of Agriculture, Umudike (Mouau) . Mouau.afribary.org: Retrieved Sep 21, 2024, from https://repository.mouau.edu.ng/work/view/determinants-of-consumers-brand-preference-of-automobile-among-staff-of-michael-okpara-university-of-agriculture-umudike-mouau-7-2
EMMANUEL, UKPAI. "Determinants Of Consumers' Brand Preference Of Automobile Among Staff Of Michael Okpara University Of Agriculture, Umudike (Mouau) " Mouau.afribary.org. Mouau.afribary.org, 02 Aug. 2021, https://repository.mouau.edu.ng/work/view/determinants-of-consumers-brand-preference-of-automobile-among-staff-of-michael-okpara-university-of-agriculture-umudike-mouau-7-2. Accessed 21 Sep. 2024.
EMMANUEL, UKPAI. "Determinants Of Consumers' Brand Preference Of Automobile Among Staff Of Michael Okpara University Of Agriculture, Umudike (Mouau) ". Mouau.afribary.org, Mouau.afribary.org, 02 Aug. 2021. Web. 21 Sep. 2024. < https://repository.mouau.edu.ng/work/view/determinants-of-consumers-brand-preference-of-automobile-among-staff-of-michael-okpara-university-of-agriculture-umudike-mouau-7-2 >.
EMMANUEL, UKPAI. "Determinants Of Consumers' Brand Preference Of Automobile Among Staff Of Michael Okpara University Of Agriculture, Umudike (Mouau) " Mouau.afribary.org (2021). Accessed 21 Sep. 2024. https://repository.mouau.edu.ng/work/view/determinants-of-consumers-brand-preference-of-automobile-among-staff-of-michael-okpara-university-of-agriculture-umudike-mouau-7-2