Show simple item record

dc.contributor.advisorGlynn, Mark
dc.contributor.authorGaskill, Adam
dc.date.accessioned2008-04-18T01:15:19Z
dc.date.available2008-04-18T01:15:19Z
dc.date.copyright2004-01-01
dc.date.issued2004-01-01
dc.identifier.urihttp://hdl.handle.net/10292/187
dc.description.abstractThe 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.
dc.publisherAuckland University of Technology
dc.subjectBrand choice
dc.subjectMotorcycles
dc.subjectBusiness
dc.titleThe influence of consumption values on motorcycle brand choice
dc.typeThesis
thesis.degree.grantorAuckland University of Technology
thesis.degree.levelMasters Theses
thesis.degree.nameMaster of Business
thesis.degree.disciplineBusiness Schoolen_US
dc.rights.accessrightsOpenAccess


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record