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The influence of consumption values on motorcycle brand choice

The aim of this thesis is to identify the brand choice moderators that influence consumers' choice of one brand over another. This research examines the influence of five consumption values on brand choice behaviour within the New Zealand market for new road motorcycles using stepwise discriminant analysis. The greater variety of brands, forcing consumers to make more brand choices combined with the large financial value of some brands was the major motivator for this research. In reviewing the literature a gap emerged relating to brand choice behaviour for durable goods. This research addresses this gap through using the durable goods category of road motorcycles. Findings from this research concluded that consumption values do influence brand choice behaviour within the New Zealand market for new road motorcycles.

Identiferoai:union.ndltd.org:ADTP/173239
CreatorsGaskill, Adam
PublisherAUT University
Source SetsAustraliasian Digital Theses Program
Detected LanguageEnglish
RightsAll items in ScholarlyCommons@AUT are provided for private study and research purposes and are protected by copyright with all rights reserved unless otherwise indicated.

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