A study of factors influencing customer purchase intention towards foreign brand automobile in Malaysia

Adnan, Nur Qurratu Ain (2020) A study of factors influencing customer purchase intention towards foreign brand automobile in Malaysia. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Malaysia confronts a challenge, which is that national cars are declining over time. Malaysians have the impression that imported automobiles are always made to better quality levels. In a highly competitive business environment, the understanding of purchase intention is important towards manufacturers. As a result, automobile manufacturer and assemblers ought to ascertain consumer purchase intention in order to stay ahead in fierce competition and the globalization of the automobile industry. The purpose of this study is to explore Malaysia consumer perceptions with regards to their purchase intention on foreign brand automobile; to identify how functional value, conditional value and social value can effect on purchase intention. Questionnaire was used to collect data from individual consumers in Melaka. Each variable was measured using 5-point Likert-scale. A primary data from the respondents was been analysed by use the Statistical Package for Social Science (SPSS). Demographic data of unit of analysis was tabulated using descriptive analysis while the hypotheses developed was supported empirically using reliability test, Pearson’s Correlation Coefficient test and Multiple Linear Regression analysis. The findings illustrated that all variables except conditional value have positive significant relationship with Malaysians’ purchase intention towards foreign automobile. This research study fulfilled its purpose by identifying the factors that influence customer purchase intention toward foreign brand automobile in Malaysia. Finally, implications of the findings as well as limitations and future research are discussed.

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