The effect of consumer perception on the purchasing behavior of car brands

The aim of this study is to investigate the effect of consumer perception on the purchasing behavior of car brands and to determine the factors affecting their purchasing decisions. The applied model in this research is taken from a study that analyzes the purchasing behavior of consumers while buying cereals from supermarkets in South Africa. In this model, the relationship between the predictors of intention to repurchase and brand loyalty is studied. Accordingly, the results of the research that investigates consumer's purchasing behavior of car brands show that there's no effect of perceived product value and perceived risk on brand loyalty and intention to repurchase. According to the research results, the factors affecting intention to repurchase and brand loyalty are the perceived product quality, perceived relative price and store image. The results show that car brands should conduct sales and marketing efforts while considering those effective factors in order to create and perpetuate brand loyalty and intention to repurchase with the target market. Since there's a parallel relationship between brand loyalty and intention to repurchase, it's concluded that the studies which influence consumer perception should be prepared within this perspective.