The influence of consumption values on motorcycle brand choice

dc.contributor.advisor	Glynn, Mark
dc.contributor.author	Gaskill, Adam
dc.date.accessioned	2008-04-18T01:15:19Z
dc.date.available	2008-04-18T01:15:19Z
dc.date.copyright	2004-01-01
dc.date.issued	2004-01-01
dc.description.abstract	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.
dc.identifier.uri	https://hdl.handle.net/10292/187
dc.publisher	Auckland University of Technology
dc.rights.accessrights	OpenAccess
dc.subject	Brand choice
dc.subject	Motorcycles
dc.subject	Business
dc.title	The influence of consumption values on motorcycle brand choice
dc.type	Thesis
thesis.degree.discipline	Business School	en_US
thesis.degree.grantor	Auckland University of Technology
thesis.degree.level	Masters Theses
thesis.degree.name	Master of Business

Now showing 1 - 1 of 1