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DETERMINANTS OF BRAND PREFERENCE OF COMMERCIAL THREE WHEELER PASSENGER AUTO RICKSHAW DRIVERS IN ADAMA CITY, ETHIOPIA
Corresponding Author(s) : Mohd Arif Shaikh
Humanities & Social Sciences Reviews,
Vol. 7 No. 1 (2019): January
Abstract
Purpose of the study: The aim of this study is to find out the factors that influence drivers of three wheeler auto rickshaw in their brand preference towards different brands of commercial three wheeler passenger auto rickshaw in Adama City, Ethiopia
Methodology: Primary data was collected from 500 auto drivers using a pilot tested questionnaire consisting of 40 questions. Cronbach’s alpha measure was used to test constructs reliability and in order to identify brand preference, exploratory factor analysis and parallel analysis was conducted.
Main Findings: PCA revealed that there are 11 factors whose Eigen values are above 1. A look at scree plot indicated that there is a need to reconsider the number of factors to be used for further analysis. This decision was supported by Parallel analysis and 8 relevant factors identified. This 8 component solution explained 64.25 % of the variance.
Applications of this study: Identification of determinants of brand preference can be used by three wheeler passenger auto manufacturers and distributors in Ethiopia
Novelty/Originality of this study: There is no study conducted on drivers brand preference of three wheeler passenger auto rickshaws in Ethiopia.
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- A,Temesgen,(2007). The Role of the Transport Sector in Ethiopia’s Economic Development, Economic focus, Ethiopian Economic Association. 9(4),17-29.
- Ali Kemal, C., Erkan, O., Ebül Muhsin, D. and Ömer, Ö. (2015), “Factors Influencing Consumers’ Light Commercial Vehicle Purchase Intention In A Developing Countryâ€, Management & Marketing. Challenges for the Knowledge Society,10 (2),148-162, https://doi.org/10.1515/mmcks-2015-0012 DOI: https://doi.org/10.1515/mmcks-2015-0012
- Anandh, K., Shyama Sundar,K. (2014). Factors Affecting Consumer’s Brand Preference of Small Cars. IOSR Journal of Business and Management. 16( 5) Ver. III , 43-47. https://doi.org/10.9790/487X-16534347. DOI: https://doi.org/10.9790/487X-16534347
- Banerjee, S. (2016), Influence of consumer personality, brand personality, and corporate personality on brand preference: an empirical investigation of interaction effect, Asia Pacific Journal of Marketing and Logistics, 28 (2), https://doi.org/10.1108/APJML-05-2015-0073 DOI: https://doi.org/10.1108/APJML-05-2015-0073
- Bartlett, M. S. (1954). A note on the multiplying factors for various chi square approximations. Journal of the Royal Statistical Society, 16 (Series B), 296–298. DOI: https://doi.org/10.1111/j.2517-6161.1954.tb00174.x
- Comrey, A., & Lee, H. (1992). A first course in factor analysis. Hillsdale, NJ: Erlbaum.
- Duncan.C.,( 2003). Advanced Qualitative Data Analysis, 1st Edn, GBR, McGraw Hill education, Berkshire ISBN 978-0-335-20059-7.
- E,Dawit & A,Bezawit,(2016,DEC 06) A Hike on Price, Demand for Three Wheeler Vehicles, Fortune. 17(866). https://addisfortune.net
- Girdhar,A., Ghalawat, S., Kavitha C(2015). A study of consumer behavior considering various attributes towards purchasing a car. International Journal of Science Technology and Management, 4(2), 175-184, http://www.ijstm.com.
- Hu, J., Liu, X., Wang, S. and Yang, Z. (2012), "The role of brand image congruity in Chinese consumers' brand preference", Journal of Product & Brand Management, 21(1), 26-34. https://doi.org/ 10.1108 /1061042 121120 3088. DOI: https://doi.org/10.1108/10610421211203088
- K,Robert V& M,Daryle W,.(1970). Determining sample size for research activities, Educational and Psychological Measurement, 30, 607-610. https://doi.org//abs/10.1177/001316447003000308 DOI: https://doi.org/10.1177/001316447003000308
- Kaiser, H. (1974). An index of factorial simplicity. Psychometrika, 39, 31–36. DOI: https://doi.org/10.1007/BF02291575
- Kenneth E. Train & Clifford Winston., (2007) .Vehicle Choice Behavior and the Declining Market Share of U.S. Automakers. International Economic Review , 48(4), 1469-1496. http://www.jstor.org/stable/4542021 DOI: https://doi.org/10.1111/j.1468-2354.2007.00471.x
- Kojo Mensah Sedzro , Godfred Amewu , Joseph Darko , Ezekiel Nii Noye Nortey & Julius B. Dasah (2014) Determinants of Automobile Purchase and Brand Choice in Ghana: Multinomial Logit Approach. Journal of Transnational Management, 19(4), 303-317, https://doi.org/10.1080/15475778.2014.948791 DOI: https://doi.org/10.1080/15475778.2014.948791
- Lazim Abdullah & Hasliza Asngari,(2011).Factor analysis evidence in describing consumer preference for soft drink product in Malaysia, Journal of Applied Science, 11(1), 139-144, https://doi.org/10.3923/jas.2011.139.144 DOI: https://doi.org/10.3923/jas.2011.139.144
- Malhotra,N.K & Birks,D.K(2007), Marketing Research: An Applied Approach, Prentice Hall/Financial Times. https://doi.org/10.4236/psych.2013.43A0394
- Mkhitaryan.D (2014) Determinants of Brand Equity in Automobile Producing Companies in China. Journal of Business Administration Research, 3(1), 38-44, https://doi.org/10.5430/jbar.v3n1p38 DOI: https://doi.org/10.5430/jbar.v3n1p38
- Najam & Maryam (2016). Factors effecting consumer brand preferences in automobile industry. Singaporean Journal of Business Economics and Management Studies, 5( 3), 55-65. DOI: https://doi.org/10.12816/0031492
- Narteh, B., Odoom, R., Braimah, M. and Buame, S. (2012), Key drivers of automobile brand choice in subâ€Saharan Africa: the case of Ghana, Journal of Product & Brand Management, Vol. 21 No. 7, pp. 516-528. https://doi.org/10.1108/10610421211276268 DOI: https://doi.org/10.1108/10610421211276268
- Nunnally, J. C. (1978). Psychometric Theory. New York, NY: McGraw-Hill.
- Rajasekar T., Rameshkumar,S.,(2015). Determinants of Preference towards Passenger Cars – The Case of Madurai City in Tamilnadu. IOSR Journal of Business and Management,17(7),Ver. III, 84-88, https://doi.org/10.9790/487X17738488
- Ruban Kumar R., & Surulivel, S,T., (2016). A Study on Customer Preference towards Heavy Commercial Vehicle in Ashok Leyland. International Journal of Management and Commerce Innovations, 4(1), 161-166, www.researchpublish.com
- Schokkaert,E & Van Ootegem,(1990). Sen’s Concept of the living standard applied to the Belgium Unemployed, Economic Research of Louvain,University, 56(3/4), 429-450.
- Seyoum,H. (2014, March 16) Addis’s Finest. Fortune,14 (724), https://addisfortune.net
- Sriram, S., Pradeep K., Chintagunta, Ramya Neelamegham, (2006) Effects of Brand Preference, Product Attributes, and Marketing Mix Variables in Technology Product Markets. Marketing Science, 25(5), 440-456. https://dx.doi.org/10.1287/mksc.1050.0188 DOI: https://doi.org/10.1287/mksc.1050.0188
- Sujan, M. & Bettman, J.R. (1989), The effects of brand positioning strategies on consumers’ brand and category perceptions: some insights from schema research. Journal of Marketing Research, 26(4), 457-67. http://www.jstor.org/stable/3172765 DOI: https://doi.org/10.1177/002224378902600407
- Tabachnick, B. G., & Fidell, L. S. (2001). Using multivariate statistics (4th edn). New York: HarperCollins.
- Thomson, G.H.,(1951). The Factorial Analysis of human ability,5th edn, University of Landon press, London
References
A,Temesgen,(2007). The Role of the Transport Sector in Ethiopia’s Economic Development, Economic focus, Ethiopian Economic Association. 9(4),17-29.
Ali Kemal, C., Erkan, O., Ebül Muhsin, D. and Ömer, Ö. (2015), “Factors Influencing Consumers’ Light Commercial Vehicle Purchase Intention In A Developing Countryâ€, Management & Marketing. Challenges for the Knowledge Society,10 (2),148-162, https://doi.org/10.1515/mmcks-2015-0012 DOI: https://doi.org/10.1515/mmcks-2015-0012
Anandh, K., Shyama Sundar,K. (2014). Factors Affecting Consumer’s Brand Preference of Small Cars. IOSR Journal of Business and Management. 16( 5) Ver. III , 43-47. https://doi.org/10.9790/487X-16534347. DOI: https://doi.org/10.9790/487X-16534347
Banerjee, S. (2016), Influence of consumer personality, brand personality, and corporate personality on brand preference: an empirical investigation of interaction effect, Asia Pacific Journal of Marketing and Logistics, 28 (2), https://doi.org/10.1108/APJML-05-2015-0073 DOI: https://doi.org/10.1108/APJML-05-2015-0073
Bartlett, M. S. (1954). A note on the multiplying factors for various chi square approximations. Journal of the Royal Statistical Society, 16 (Series B), 296–298. DOI: https://doi.org/10.1111/j.2517-6161.1954.tb00174.x
Comrey, A., & Lee, H. (1992). A first course in factor analysis. Hillsdale, NJ: Erlbaum.
Duncan.C.,( 2003). Advanced Qualitative Data Analysis, 1st Edn, GBR, McGraw Hill education, Berkshire ISBN 978-0-335-20059-7.
E,Dawit & A,Bezawit,(2016,DEC 06) A Hike on Price, Demand for Three Wheeler Vehicles, Fortune. 17(866). https://addisfortune.net
Girdhar,A., Ghalawat, S., Kavitha C(2015). A study of consumer behavior considering various attributes towards purchasing a car. International Journal of Science Technology and Management, 4(2), 175-184, http://www.ijstm.com.
Hu, J., Liu, X., Wang, S. and Yang, Z. (2012), "The role of brand image congruity in Chinese consumers' brand preference", Journal of Product & Brand Management, 21(1), 26-34. https://doi.org/ 10.1108 /1061042 121120 3088. DOI: https://doi.org/10.1108/10610421211203088
K,Robert V& M,Daryle W,.(1970). Determining sample size for research activities, Educational and Psychological Measurement, 30, 607-610. https://doi.org//abs/10.1177/001316447003000308 DOI: https://doi.org/10.1177/001316447003000308
Kaiser, H. (1974). An index of factorial simplicity. Psychometrika, 39, 31–36. DOI: https://doi.org/10.1007/BF02291575
Kenneth E. Train & Clifford Winston., (2007) .Vehicle Choice Behavior and the Declining Market Share of U.S. Automakers. International Economic Review , 48(4), 1469-1496. http://www.jstor.org/stable/4542021 DOI: https://doi.org/10.1111/j.1468-2354.2007.00471.x
Kojo Mensah Sedzro , Godfred Amewu , Joseph Darko , Ezekiel Nii Noye Nortey & Julius B. Dasah (2014) Determinants of Automobile Purchase and Brand Choice in Ghana: Multinomial Logit Approach. Journal of Transnational Management, 19(4), 303-317, https://doi.org/10.1080/15475778.2014.948791 DOI: https://doi.org/10.1080/15475778.2014.948791
Lazim Abdullah & Hasliza Asngari,(2011).Factor analysis evidence in describing consumer preference for soft drink product in Malaysia, Journal of Applied Science, 11(1), 139-144, https://doi.org/10.3923/jas.2011.139.144 DOI: https://doi.org/10.3923/jas.2011.139.144
Malhotra,N.K & Birks,D.K(2007), Marketing Research: An Applied Approach, Prentice Hall/Financial Times. https://doi.org/10.4236/psych.2013.43A0394
Mkhitaryan.D (2014) Determinants of Brand Equity in Automobile Producing Companies in China. Journal of Business Administration Research, 3(1), 38-44, https://doi.org/10.5430/jbar.v3n1p38 DOI: https://doi.org/10.5430/jbar.v3n1p38
Najam & Maryam (2016). Factors effecting consumer brand preferences in automobile industry. Singaporean Journal of Business Economics and Management Studies, 5( 3), 55-65. DOI: https://doi.org/10.12816/0031492
Narteh, B., Odoom, R., Braimah, M. and Buame, S. (2012), Key drivers of automobile brand choice in subâ€Saharan Africa: the case of Ghana, Journal of Product & Brand Management, Vol. 21 No. 7, pp. 516-528. https://doi.org/10.1108/10610421211276268 DOI: https://doi.org/10.1108/10610421211276268
Nunnally, J. C. (1978). Psychometric Theory. New York, NY: McGraw-Hill.
Rajasekar T., Rameshkumar,S.,(2015). Determinants of Preference towards Passenger Cars – The Case of Madurai City in Tamilnadu. IOSR Journal of Business and Management,17(7),Ver. III, 84-88, https://doi.org/10.9790/487X17738488
Ruban Kumar R., & Surulivel, S,T., (2016). A Study on Customer Preference towards Heavy Commercial Vehicle in Ashok Leyland. International Journal of Management and Commerce Innovations, 4(1), 161-166, www.researchpublish.com
Schokkaert,E & Van Ootegem,(1990). Sen’s Concept of the living standard applied to the Belgium Unemployed, Economic Research of Louvain,University, 56(3/4), 429-450.
Seyoum,H. (2014, March 16) Addis’s Finest. Fortune,14 (724), https://addisfortune.net
Sriram, S., Pradeep K., Chintagunta, Ramya Neelamegham, (2006) Effects of Brand Preference, Product Attributes, and Marketing Mix Variables in Technology Product Markets. Marketing Science, 25(5), 440-456. https://dx.doi.org/10.1287/mksc.1050.0188 DOI: https://doi.org/10.1287/mksc.1050.0188
Sujan, M. & Bettman, J.R. (1989), The effects of brand positioning strategies on consumers’ brand and category perceptions: some insights from schema research. Journal of Marketing Research, 26(4), 457-67. http://www.jstor.org/stable/3172765 DOI: https://doi.org/10.1177/002224378902600407
Tabachnick, B. G., & Fidell, L. S. (2001). Using multivariate statistics (4th edn). New York: HarperCollins.
Thomson, G.H.,(1951). The Factorial Analysis of human ability,5th edn, University of Landon press, London