BRAND QUALITY, CONSUMPTION EMOTIONS, AND A DECISION TO PURCHASE WASHING MACHINES

Oghenenyerhovwo Rita Inoni¹ and Chiyem Okorie²

¹Department of Business Administration and Marketing, Faculty of Management Sciences,
Delta State University, Abraka, Nigeria
²Department of Marketing, Delta State Polytechnic, Ozoro, Delta State, Nigeria

The largest number of studies on the determinants of the consumer’s decision to purchase washing machines have explored the influence of the price, the product quality, the perceived value and related constructs without the effects made by consumption emotions. Therefore, the purpose of this study is to determine the impact of brand quality, consumption emotions and socioeconomic factors on the consumer’s decision to purchase washing machines in Nigeria’s Delta State. The data used in the study were obtained from a cross-section of 385 consumers drawn from Asaba, Sapele and Warri, the three most populous towns in Delta State. The results show that brand quality, consumption emotions and socioeconomic variables, such as the household size, the education level and income are the significant determinants of a decision to purchase washing machines in the study area. The significance of emotions as predictors of a purchase decision underscores the need for manufacturers of electrical home appliances to ensure that the design and functionality of their products elicit the positive emotions that will foster customers’ attachment and loyalty to a brand in order for the manufacturers to maximize their revenue and sustain a profit.

Keywords: consumer purchase decisions, consumption emotions, brand quality, washing machines, demographic factors

JEL Classification: D12, M30, M31