Key drivers of automobile brand choice in sub-Saharan Africa: the case of Ghana

Purpose - The paper aims to investigate the determinants of automobile brand choice in Ghana. Specifically, the paper seeks to hypothesize that consumers of automobiles make their purchases based on a multiplicity of factors. Design/methodology/approach - A quantitative approach using questionnaires was adopted to survey 1,020 respondents drawn from various workplaces, churches and homes. The data were analyzed using descriptive statistics, exploratory factor analysis and multiple regression analysis. Findings - The study established that the attributes of a car, emotional connection, external influences, awareness and accessibility make a strong and significant contribution to automobile brand choice in Ghana. Originality/value - The study is one of the few of its nature in sub-Saharan Africa. The new theoretical and empirical insights into factors influencing consumers' purchase decision of automobiles from the study will be significant to automobile manufacturers and dealers operating in developing countries such as Ghana.