BRAND NAME AND PRICE PERCEPTION AS CORRELATES OF ONLINE PURCHASE INTENTIONS AMONG UNDERGRADUATES OF NNAMDI AZIKIWE UNIVERSITY, AWKA

Abstract

This study examined brand name and price as correlates of online purchase intentions among undergraduates at Nnamdi Azikiwe University, Awka. A total of 200 participants consisting of 108 females and 92 males participated in this study. The participants ranged from 18 to 29 years, with a mean age of 21.30 years and standard deviation of 2.63 years. Three self-report survey instruments were utilized for the study: the brand name scale by Yee and Yahyah (2008), the price perception scale by Sanchez et al., (2006) and the online purchase intentions by Zarrad and Dababi (2012). A correlational design was adopted for the study, while the Pearson product-moment correlation coefficient was used for data analysis. Two hypotheses were tested and the results showed that both brand name and perceived price had a positive significant relationship with online purchase intentions. Based on the findings of this study, the researchers, therefore, recommend that marketers and business owners to focus on competitive pricing strategies.