Determinants Of Consumers' Brand Preference Of Automobile Among Staff Of Michael Okpara University Of Agriculture, Umudike (Mouau)

ABSTRACT

Automobile market is one of the most innovative and competitive market in the world. The brand choice of consumers changes from one innovation to another. Cooper (1993) noted that most of them failed in the market creating the need for marketers to have a clear understanding of success factors in brand preferences. Customers brand preference is therefore influenced by brand equity and marketing mix elements. Ardersonet al (2012) define automobile preference as a situation in which a consumer prefers one automobile brand .over another, holding constant characteristics and experience. The definition allows brand preference to be driven by either product attribute or consumer field of experience and social status. However today market is driven and dominated by consumers who are regarded as the king. The process through which consumers buy products and services is different from one consumer to another and from one product to another product