Boey, Jia Qi (2016) The Implementation Of Cost Leadership Strategy Towards The Purchase Decision Of First Time Car Buyer. Project Report. UTeM, Melaka, Malaysia. (Submitted)
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Abstract
The automotive industry is growing rapidly, companies implemented different kinds of business strategy to enhance their business. The implementation of cost leadership strategy allows certain firms to lower their car price by lowering the cost and providing acceptable quality of the product to attract buyers. Schemes offer to first time car buyers to pursue them for purchasing the car. Certain sub variables are counted to affect the buying decision of first time car buyer, which includes the buyer’s intention, buyer’s affordability, buyer’s price perception and buyer’s attitudes. The research aims to develop a research model for cost leadership strategy and first time car buyer’s purchase decision. In order to do so, the study will help to analyze the relationship between the implementation of cost leadership strategy towards the purchase decision of first time car buyer. The research is conducted through survey form by distributing questionnaire to 500 people randomly and whom gives response is only 200 respondents. It is conducted to Melaka citizen and mainly distributed to younger age people who are already being first time car buyer and those who are having potential to be one of the first time car buyer in the future. Sub variables of cost leadership strategy and first time car buyer’s purchase decision had been identify and new research model is formed. However, it is suggested to do improvement in terms of adding other potential variables to support the model such as financial by making the model to be more clearer and improve its accuracy.
| Item Type: | Final Year Project (Project Report) |
|---|---|
| Uncontrolled Keywords: | Strategic planning, Leadership, Consumer satisfaction, Consumer behavior, Management |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor |
| Divisions: | Library > Final Year Project > FPTT |
| Depositing User: | Mohd Hannif Jamaludin |
| Date Deposited: | 31 Jul 2017 01:16 |
| Last Modified: | 31 Jul 2017 01:16 |
| URI: | http://digitalcollection.utem.edu.my/id/eprint/18944 |
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