Car Brand Preference : What do consumers look for?

Ismail, Ishak and Siregar, Widyana Verawaty (2012) Car Brand Preference : What do consumers look for? In: Global Advanced Research Conference on Management and Business Studies (GARCOMBS), 2012, Bandung.

Slideshow Poster Garcombs Widyana 2012.pptx Download (1MB)

Abstract

The basic tenet of decision theory is that individual is assumed to be utilitarian. This assumption is brought about by company/consultant to prepare business strategy. However, evidence shows that different automobile manufacturer has different success accounts in one country to another. For instance, the big MPV of Toyota won the Indonesia market, but, yet failed in Malaysia. The domestic/local car, like Proton, succeeds in Malaysia but other local automobiles, such as Cherry, failed in their home country, China. It implies the failure of marketing strategy of automobile manufacture in mapping the factors of decision to purchase. This paper aims to postulate the role of consumer behaviour, such as hedonic and utilitarian, in the decision of car purchase. The utilitarian function such as petrol price, affordable price, and utility, is argued by the hedonic function such as culture, brand awareness, and emotional attachment as the determinants. This paper showed that both point of views has different preferences in choosing the brand and type of car. This explains why some cars were success in one country, but others failed.

Actions (login required)

View Item