IMPACT OF BRAND IMAGE ON THE RELATIONSHIP BETWEEN PERCEIVED QUALITY OF MOTOR CARS AND BUYING BEHAVIOUR: SPECIAL REFERENCE TO BATTICALOA DISTRICT

Abstract

Purpose: The objective of the study is to investigate the Impact of brand image on the relationship between perceived quality of motor cars and buying behavior. The study variables consist of dependent variable, independent variable and moderate variable. Perceived quality as an independent variable, buying behavior as dependent variable and brand image as a moderate variable. Design / Methodology: Convenience sampling method is adopted to arrive at sample size of 100 in Batticaloa district. A questionnaire is designed using Five Point Likert Scales and distributed through google forms to the 100 respondents to obtain responses to the independent variable (perceived quality), dependent variable (buying behavior) and moderate variable (brand image). Moreover, the data for this research was analyzed through IBM SPSS statistics software. Findings: In this research Cronbach Alpha, regression for the variable, correlation for both independent, dependent and moderate variable, compare means analysis and descriptive statistics was found by using SPSS software for this research. The hypothesis that was identified for this research were accepted. Likewise, there was a significant positive correlation identified in this research which help to study to prove its overall value. Research limitations: The study consists with several limitations. The first limitation is that the survey was limited to small geographic division of a single country that is selected car users in Batticaloa District which prevents generalization of the findings. This study surveyed only 100 respondents. Selected sample respondents have been relatively small if any study consist more than this sample size the findings would be further confirmed. And the other limitation of this study is that the data was collected through a single measurement tool it is survey-based questionnaires of the quantitative approach, using qualitative research approach such as interviews and observation will be effective to gut more explanation