FAMILY INFLUENCE IN THE CHOICE OF AUTOMOBILE PRODUCTS

Abstract

This study investigates family influence in the choice of automobile products as well as
examines the influence of demographic variables on the choice of automobile products.
A 25- item questionnaire was designed to measure the variables. It was administered on
a sample of 150 respondents consisting of automobile owners in Benin City. On the whole
141 copies of the questionnaire were returned and found usable giving 94 % response
rate. Data obtained were coded and analyzed using means, standard deviation,
frequency distributions, T-test and regression analysis. The results revealed that wives and
children influenced the choice of automobile products. Also, Toyota cars are the most
preferred brand of cars amongst consumers in Benin City. The study further revealed that
family prestige is a major factor in the choice of automobile. The outcome of the
demographic variables indicates that there is no significant effect with the choice of
automobile products. It is therefore recommended that manufacturers of automobile
products should recognize that family prestige is a major factor in the choice of
automobile in Benin City. In addition, automobile merchant should pay attention to the
importance that consumers placed on Toyota automobile as their most preferred brand.
Since demographic variables are downplayed by consumers in the selection of
automobile product, automobile dealers should disregard segmenting the market on the
basis of these variables.