Effect Of Brand Equity On The Purchasing Behaviour Of Consumers Of Decocted Herbal Products In Kumasi-Ghana

Abstract

This study explores the influence of brand equity on the acquisition of decocted herbal commodities in Kumasi, Ghana, within the context of African traditional medicine. Using a cross-sectional design, data was collected from 386 regular consumers through structured questionnaires, revealing a predominantly male consumer base (63.99%) and a notable concentration of young consumers (36.79%) aged 26-35. Reliability analysis employing Cronbach Alpha demonstrated high internal consistency (0.822-0.957) across key variables, affirming the accuracy of measurement scales. Descriptive statistics of brand equity sub-dimensions indicated that perceived quality scored the highest (M = 3.3089), followed by brand association, brand awareness, and brand loyalty. Correlation analysis established a strong positive relationship between brand equity and purchasing behavior, suggesting regional and cultural influences in Kumasi. The study further unveiled that 62.6% of the variation in decocted herbal product purchases can be attributed to brand equity, emphasizing its crucial role. ANOVA results confirmed the statistical significance of the impact of brand equity on purchasing behavior (p < 0.000). Notably, positive and significant relationships were identified between purchasing behavior and perceived quality (r = .734), brand awareness (r = .758), and brand association (r = .675). Despite the strong correlation between brand equity dimensions and purchasing behavior, the study aimed to assess if educational level mediates this relationship. However, multiple regression analysis revealed that educational level does not significantly mediate the brand equity-purchasing behavior relationship. In conclusion, this research contributes to the understanding of brand equity dynamics in the consumption of decocted herbal products in Kumasi. The findings highlight the significant impact of brand equity on purchasing behavior, emphasizing the need for marketers and policymakers to consider local market dynamics and cultural influences in their strategies.