Impact of perceived quality and value on purchase intention: automotive sector
DOI:
https://doi.org/10.18779/csye.v7i1.645Keywords:
perceived value, perceived quality, purchase intention, strategy, marketingAbstract
The increase in the use of land transport has caused an increase in businesses that base their commercial activity on acquiring goods and services aimed at meeting the needs that arise daily in the automotive sector for maintenance or spare parts for these means of transport. Thus, there is a high demand in the automotive industry. Therefore, there was a need to identify specific factors that consumers consider when purchasing these types of products so that perceived value and perceived quality were determined as variables that could affect the purchase intention of the consumer, which was carried out under a descriptive investigation with a quantitative approach by applying surveys through questionnaires previously validated in the literature to different businesses in the automotive sector. The results showed that both perceived value and perceived quality are factors that have a significant positive impact on consumer purchase intention when they act independently; Therefore, this study provides essential information, mainly for the automotive sector, on specific predictors of their sales, although it also contains relevant information for other sectors of the economy that allow them to formulate or reformulate their sales strategies. Another important finding is that when perceived value and perceived quality act on purchase intention simultaneously, perceived quality is no longer significant, so creating a promotion strategy for the variables would not be advisable.
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