Low-cost green car purchase intention: Measuring the role of brand image on perceived price and quality
Document Type
Journal Article
Publication Title
International Journal of Economics and Business Administration
Publisher
International Strategic Management Association
School
School of Business and Law
RAS ID
31043
Abstract
Purpose: The study tests a rhombus model. A rhombus model refers to a rhombus-shaped research model consisting of three predictor variables including brand image, perceived price, and perceived quality that is used to predict purchase intention. This study aims to predict a person’s purchase intention relating to Low-Cost Green Cars (LCGC). In Indonesia market, this type of passenger vehicle is targeted towards lower income consumers and those who are concerned with the environment. Design/Methodology/Approach: Data was collected using a questionnaire in a shopping centre in Jakarta close to a year-round car exhibition. In total, 200 participants completed the questionnaire. Data were analysed using exploratory factor analysis and structural equation modeling. Findings: The study found that in the case of Toyota Agya, brand image has a significant impact on perceived price and perceived quality. Also, perceived price has a significant impact on purchase intention. There are slightly different results in the case of Daihatsu Ayla. Practical Implications: Results can be used by managerial administration adjusting its strategy to attract more costumers. Originality/Value: It is an original research with prospective buyers for a known product, the brand name of the cars were known to participants in the research.
Access Rights
free_to_read
Comments
Suhud, U., & Willson, G. (2019). Low-cost green car purchase intention: Measuring the role of brand image on perceived price and quality. International Journal of Economics and Business Administration, VII(3), 238-249. Available here