Brand Reputation, Product Durability and Consumer Preference for Locally Assembled Motorcycles In Nnewi Anambra State:

Evidence From Nigeria’s Auto-Manufacturing Hub

Abstract

The main purpose of the study was to examine the relationship between brand reputation, product durability and preference of consumers to locally assembled motorcycles in Nnewi, Anambra State. The research design was correlational research design. The population of the study included motorcycle consumers and market players in the Nnewi region, which included motorcycle owners, commercial riders, dealers, mechanics, sellers of spare parts and potential buyers who were conversant with the motorcycles that were assembled locally. The Cochran formula was used to calculate the sample size of 384 respondents, who were a large population. Three structured questionnaires were used to collect data and they included Brand Reputation Questionnaire, Product Durability Questionnaire and Consumer Preference Questionnaire. Expert validation of the instruments and reliability by Cronbach Alpha was done. The data collected was analyzed with Pearson Product Moment Correlation Coefficient of 0.05 level of significance. The results indicated that there was a strong positive and significant relationship between brand reputation and consumer preference of locally assembled motorcycles. The finding also found to have a strong positive and significant relationship between product durability and consumer preference. Based on the findings, the researcher concluded that brand reputation and product durability significantly influenced customers preference for locally assembled motorcycles in Nnewi, Anambra State. Based on the findings, the researcher recommended among others that local motorcycle assemblers in Nnewi should build strong brand image by maintaining consistent quality, honest marketing, strong dealer networks and responsive after sales services. It further suggested that assemblers need to enhance the durability of products using more durable components, quality checks, road tests, warranty services, and sufficient supply of spare parts.