What influences consumers choice of the motor vehicle in Nigeria? Essay

On factors influencing the brand choice of motor vehicle model in Nigeria, the study concludes that both internal and external factors influence consumers choice of the motor vehicle they buy. The internal and external factors include attractive payment arrangement, variety of vehicles to choose, popularity of the vehicles and heavy advertising from the company, family size rough roads in rural areas and security purposes.
Price is a major factor that comes into play when choosing the brand of vehicle that one wants to purchase. The first hypothesis(H1) states that There is a positive relationship between the price and the choice of car brand by Nigerians. . From the data that was collected, it is seen that more peoples choice of car brand is inversely related to the price. The lower the price offered to them, the more likely they are to purchase the car of that brand. Consumer product choice is influenced by the price of the vehicle the price critically matters when deciding which vehicle to buy.
The study also concludes that brand awareness has the strongest influence on the purchase decisions of consumers and in turn it eventually leads to consumer loyalty to a specific brand. The customer will most likely purchase a vehicle that he/she has had any positive awareness about.
The third hypothesis (H3) of this study was also proven to be true. There is a positive relationship between social status and the choice of car brand by Nigerians. The study also concludes that Nigerians are also more likely to purchase a brand of car as long as it gives them an admirable social status.
Furthermore, the features in a certain brand of a car affect the customers choice to purchase that brand. Also, the study shows that Nigerians are most likely to purchase a brand of car that will cost less to service and maintain.
Finally, the study concludes that consumers choice is influenced by the product attributes as it creates comfort, utility, and prestige. The study also concludes that new features added more value and increases the chances/probability of brand choice a product with perceived quality and a higher price affects consumer choice of vehicles.
6.2 Recommendations
From the findings and conclusions, the study recommends that companies should take advantage of internal and external factors such as popularity of the vehicles , attractive payment arrangement, variety of vehicles to choose from, heavy advertising from the family size, company and security purposes to influence consumers choice of buying motor vehicles from their company.
The study recommends that companies should invest heavily on vehicle advertisements because it influences consumer product choice. The study also recommends that advertising should work through attracting switchers and encourage the repeat purchase probabilities by being accessible and relevant Sales promotion efforts should focus on nonuser of the brand and advertisings influence on brand choice should be moderated by consumers attitude towards brand. The respondents recommended that advertising of a vehicle can be very effective especially if there is demonstration on how it works.