Consumers' brand preference on motorcycle among habal-habal driver

Abstract

The study's primary purpose was to determine the Consumers’ Brand Preference on Motorcycle among Habal-habal Drivers. The researchers used an adapted questionnaire that experts validated. The researchers surveyed to know if there were significant differences in the level of Consumers’ Brand Preference on Motorcycle among Habal-habal Drivers when grouped according to respondents' profiles. The data were collected and treated statistically using Mean, Frequency, and ANOVA to give significant results. Results showed the Factors Influencing Buying Decision got the highest overall mean of 4.47. Next is the Decision Process, with an overall mean of 4.45, and the third and last is the area of Information input that got the lowest overall mean of 4.29. This means that the drivers preferred and were satisfied with the motorcycle brand. The researchers concluded that many different factors could influence purchasing decisions. Some of these factors are specific to the buying situation: what exactly people are buying and for what occasion. Other factors are specific to each person: an individual's background, preferences, personality, motivations, and economic status. The researchers highly recommended to the motorcycle dealers to offer some high quality but inexpensive brands of motorcycles to their consumers that they may use as a personal service and public transport like tricycle and habal - habal especially, in the suburban areas all over the Philippines, they should consider having a partnership with the motorcycle giant producers like Honda, Kawasaki, Suzuki, and Yamaha who were producing economically, environmentally and price-friendly models intended for the developing countries as their market like the Philippines.