Brand attitude, perceived value and purchase intention in the automobile industry in Ghana: a comparative and mixed methodological perspective

Behavioural patterns such as attitude towards brands, perceived value and purchase intention have received attention by businesses and scholars. The objectives of the research were to determine the impact of brand attitude and the purchase intention of automobile brands, the mediating role of perceived value in the relationship between brand attitude and purchase intention of automobile brands. Other objectives of the research were to ascertain the impact of brand attitude and purchase intention of locally assembled vehicle brands compared to imported vehicle brands and to determine if there was a significant difference of perceived value in the relationship between brand attitude and the purchase intention of locally assembled vehicle brands compared to imported brands. Based on the objectives, the research question was how perceived value influenced brand attitude and purchase intention in the automobile industry in Ghana. The gaps that necessitated the conduct of this study were issue based, context and methods. This research was underpinned by the Nudge Theory, the Theory of Reasoned Action, Theory of Planned Behaviour, the Expectancy Theory and Means-End Theory. These relevant theories have attained high recognition in marketing literature and therefore formed the basis for their choice. In terms of methodology, the research employed pragmatist paradigm and survey as strategy. The sample size for the study was drawn from trade firms within Greater Accra Region. Convenience and Purposive sampling techniques were used for quantitative and qualitative studies respectively. The sample size for the quantitative aspect of the study was 654 and 15 for the qualitative part of the research. The research was cross-sectional in nature and structured questionnaires and semi-structured interview guides were employed to collect quantitative data and qualitative data respectively. Data was analysed using Structural Equation Modelling and Thematic Analysis for the quantitative and qualitative aspects of the study respectively. Explanatory Sequential Model was employed to generate qualitative findings to explain the quantitative findings that were initially obtained. Ethics were also considered before, during and after data collection. The quantitative results revealed that, brand attitude affected purchase intention of automobile brands. In addition to that, perceived value mediated the relationship between brand attitude and purchase intention. Furthermore, there was a stronger impact of brand attitude and purchase intention of locally assembled vehicle brands than imported brands. In addition, there was no significant difference among the perception of value among locally assembled vehicle brands and imported vehicle brands. The qualitative research sought to explain the quantitative results. The respondents revealed that they had more likeness, attractiveness and had more willingness to act favourably towards locally assembled vehicles than imported vehicle brands. Another result indicated that, perceived value played a significant role in the automobile industry. In addition, businesses were particular about perceived quality attributes which satisfy their requirements such as durability and conformance to specifications in automobile vehicle brands. In terms of perceived price, businesses were interested in purchasing automobile brands that had pricing commensurate with the quality of the automobile vehicles and reflected value for money. The finding of social value dimension within perceived value indicated that family members, colleagues and friends influenced intention to buy automobile brands. The study also revealed that, economic issues which were high inflationary rates, high interest rates and attracting of foreign exchanges motivated the interviewees preference for locally assembled vehicles. In addition, marketing improvements, which were competitiveness, market share and enhancing national image were also identified as reasons why the participants favoured locally assembled vehicle brands. The study expanded the literature on organisational behaviour by drawing sample from the travel trade, provided findings that can influence government policies and shape the strategies and programmes of automobile firms.