Factors influencing the purchase decision of non-national cars in Malacca

Zulkefli, Muhammad Zulhilmi (2023) Factors influencing the purchase decision of non-national cars in Malacca. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The automotive industry in Malaysia is regarded as one of the most important in the manufacturing sector. The automobile sector has been used to accelerate the development process since it accelerates the industrialization process, allowing Malaysia to reach its objective of becoming a developed country by 2020. Automobiles also play an important role in everyone's life, making them a topic of study in a variety of academic areas. However, customers in a developing country choose non-national automobile brands because they are associated with better prestige. Non-national brands have a greater prestige since they are more expensive and scarce in contrast to national brands. This study examines the influencing factors for the usage of non-national cars in Melaka. Five variables that is economic situation, subjective norms, travel distance, salient features and after-sales service will be measured to examine their influence on purchase decision of non-national cars. This research will undertake quantitative research method in order to answer the research questions understudy. A set of questionnaire will be distributed to the randomly selected respondents who are the residents of Ayer Keroh, Melaka. This research is expected to analyse the most significant factors that affect purchase decision of non-national cars in Melaka. In addition, researchers distributed a questionnaire to 360 respondents through Google Form. The results of the study were analysed and interpreted through SPSS version 26. The findings in this research had suggested that the salient features could be going to impact the purchase decision of non-national car in Malacca positively. The automobile industry needs to make utilize and improve this edge in order to produce products and services that can really persuade customers that they are beneficial. For instance, a buyer may believe that purchasing a non-national car is more convenient than a national car. In order to assist its clients in making a decision to purchase a car, the automobile industry must then make their services as simple as feasible.

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