Impact of Brand Image on Car Buyers' Choice of Branded Products in High Risk Market

Abstract

The study seeks to investigate the impact of brand image on consumer choice of branded products in Nigeria automobile market, focusing on (belief, assessment and satisfaction) of measuring brand image. A sample of 400 respondents was selected using convenience sampling method in Surulere Local Government on the Mainland of Lagos State, Nigeria. Through a structured questionnaire, data were collected and with the help of SPSS, analysis was made using both descriptive and inferential statistics. The results of the regression analysis revealed that all four null hypotheses tested were rejected, which shows that consumer choice of branded product to some extent depends on brand image.