Factors that influence purchase intention of motor vehicles during the COVID-19 pandemic

The study examined the factors that influenced motor vehicle purchase intention during the COVID-19 pandemic. The Theory of Planned Behaviour, together with the Social Judgement Theory and the Self-Congruency Theory were employed for the study. A quantitative research approach was applied and data was collected using a questionnaire which was successfully completed by 223 respondents selected through a convenience sampling method. A structural equation model was used to test the proposed conceptual model of the study. The empirical results revealed that perceived value, perceived reliability, brand awareness of the vehicle together with the manufacturer’s and/or sellers’s website quality, have a positive impact on the consumer’s attitude which subsequently impacts their purchase intentions. The study has both practical and theoretical implications that will improve the existing knowledge and understanding of consumer behaviour during a global pandemic. The findings from the study could assist motor vehicle marketers to develop marketing strategies during a pandemic, as well as provide policy makers with guidelines for the marketing of motor vehicles during a pandemic.
A research report submitted in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketing to the Faculty of Commerce, Law and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2022
Perceived reliability, Brand awareness, Purchase intention