Abstract:
Purpose: The objective of the study is to investigate the Impact of brand image on the
relationship between perceived quality of motor cars and buying behavior. The study
variables consist of dependent variable, independent variable and moderate variable.
Perceived quality as an independent variable, buying behavior as dependent variable
and brand image as a moderate variable.
Design / Methodology: Convenience sampling method is adopted to arrive at sample
size of 100 in Batticaloa district. A questionnaire is designed using Five Point Likert
Scales and distributed through google forms to the 100 respondents to obtain
responses to the independent variable (perceived quality), dependent variable (buying
behavior) and moderate variable (brand image). Moreover, the data for this research
was analyzed through IBM SPSS statistics software.
Findings: In this research Cronbach Alpha, regression for the variable, correlation for
both independent, dependent and moderate variable, compare means analysis and
descriptive statistics was found by using SPSS software for this research. The
hypothesis that was identified for this research were accepted. Likewise, there was a
significant positive correlation identified in this research which help to study to prove
its overall value.
Research limitations: The study consists with several limitations. The first limitation
is that the survey was limited to small geographic division of a single country that is
selected car users in Batticaloa District which prevents generalization of the findings.
This study surveyed only 100 respondents. Selected sample respondents have been
relatively small if any study consist more than this sample size the findings would be
further confirmed.
And the other limitation of this study is that the data was collected through a single
measurement tool it is survey-based questionnaires of the quantitative approach, using
qualitative research approach such as interviews and observation will be effective to
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