Tools Used
Key Outcome
"Identified 3 statistically significant predictors of purchase intent (brand trust, perceived value, social influence), explaining 67% of variance (R² = 0.67, p < 0.001)."
Case Study
Overview
This project investigated the factors that drive consumer purchase intent in the Ghanaian retail sector. Using a structured survey instrument, data was collected from 320 respondents across Accra and Kumasi.
Methodology
A multiple linear regression model was built using the following independent variables:
- Brand Trust Score (1–10 scale)
- Perceived Value (price-quality ratio perception)
- Social Influence (peer recommendations and social media)
- Convenience (proximity and ease of purchase)
- Previous Purchase Experience
The dependent variable was Purchase Intent, measured on a 5-point Likert scale.
Key Findings
The final model explained 67% of the variance in purchase intent (R² = 0.67, adjusted R² = 0.65, F(5, 314) = 127.3, p < 0.001).
The three most significant predictors were:
- Brand Trust (β = 0.42, p < 0.001) — the strongest predictor by far
- Perceived Value (β = 0.31, p < 0.001)
- Social Influence (β = 0.19, p = 0.003)
Implications
For Ghanaian retailers, these findings suggest that brand-building and trust signals (reviews, testimonials, consistency) should be prioritised over price competition alone. Social proof mechanisms — particularly peer recommendations — have a significant and measurable impact on purchase decisions.
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