Country of origin perception towards brand positioning among Malaysian consumers in automotive industry

Roslan, Siti Aisyah (2018) Country of origin perception towards brand positioning among Malaysian consumers in automotive industry. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

	Text (24 Pages) Country Of Origin Perception Towards Brand Positioning Among Malaysian Consumers In Automotive Industry.pdf - Submitted Version Download (273kB)
	Text (Full Text) Country of origin perception towards brand positioning among Malaysian consumers in automotive industry.pdf - Submitted Version Restricted to Registered users only Download (968kB)

Abstract

In the present modern times of great changes and requirements, a brand must adapt continuously to consumer preferences if they want to remain competitive. The brand positioning is an effective strategy when a company chooses to internationalize. It determines the place that a brand will occupy within the global market, therefore creating a different consumer’s perception. In this study, by using country of origin perceptions it can assist brand positioning. A brand’s country-of-origin can influence the brand’s perceived positioning by reducing perceived risks, acting as a guarantee and enhancer for the positioning strategy. This research aims to find the importance of country of origin perceptions in building up brand positioning in the automotive industry. The methodology applied in this study is quantitative research where a survey was conducted with the distribution of questionnaire to the respondents. Hence, the result of findings can be analyzed and interpreted. The result showed that all the independent variables have significant relationship with the dependent variable. Hypothesis test were done by using the t test and the result indicated that all the hypothesis statements are supported since the result was significant. As the conclusion, the relationship between independent and dependent variables can be shown as y=a+bx1+cx2+dx3 whereas y is dependent variable and x1, x2, and x3 are independent variables. As conclusion, by knowing the influences of country of origin towards brand positioning, management know how improve their brand positioning of automotive industry by adding the elements of country of origin perceptions.

Actions (login required)

View Item