Title

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

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

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.

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