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04 Product and price influence on cars purchase intention in Malaysia

International Journal of Social and Educational Innovation, 2015-09, Vol.2 (4) [Peer Reviewed Journal]

EISSN: 2393-0373

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  • Title:
    04 Product and price influence on cars purchase intention in Malaysia
  • Author: Chee Seng LEOW ; Husin ZAHARI
  • Subjects: Automotive industry ; product introduction ; purchase intention ; success factors
  • Is Part Of: International Journal of Social and Educational Innovation, 2015-09, Vol.2 (4)
  • Description: The purpose of this study is to identify the success requirements during the product introduction stage in relation to purchase intention amongst the automotive industry in Malaysia. The study will focus on the activities during the product development stage by looking at the relevant preintroduction variables influencing the success. The study adopted a mixed research method involving both the focus group interview (FGI) with non-probability samples comprises of the industry specialist and the quantity survey amongst 389 randomly selected samples. The statistical analysis on the saturated and triangulated data was also supported with content and non-verbal analysis to enhance the validity of the finding. Result showed that six out of seven independent variables were significant and influenced the purchase intention at the introduction stage of a product in the automotive industry in Malaysia. They were design, specifications, features, performance, costs of ownership and affordability. Price competitive was found not relevant. The finding confirmed the both product and price were two determinant variables influencing the success of the product introduction.
  • Publisher: Association of Social and Educational Innovation
  • Language: English
  • Identifier: EISSN: 2393-0373
  • Source: DOAJ Directory of Open Access Journals
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