The influence of marketing mixes competency on the purchasing buying behavior of the car buyers in Malaysia
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Date
2008
Authors
Cyril Supain @ Christopher.
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
The automotive sector is a key industry in the Malaysian economy. Given the
significant challenges facing the automotive industry, in particular globalization,
liberalization and increasing competition, there is a need to review the strategic
direction and the competitive advantage for the domestic automotive sector. This
study undertakes to explore the current level and patterns of car purchase and to
investigate which marketing mixes competency influence the purchasing buying
behavior in Malaysia. The theoretical framework is adapted from Kotler and
Armstrong (2005) buying decision process model. Quantitative research design with a
survey questionnaire is used to obtain data for descriptive data analysis. Factor
analysis and hierarchical regression analysis are used to validate the theoretical model
and to test the proposed hypotheses in the study. The findings showed that gender,
level of income, level of education and age have impact on car buying pattern. These
hypotheses are accepted: product, price and promotion competency have significant
influence on the cars purchased. This hypothesis is rejected there were insufficient
evidence to support the relationship of the independent and dependent variables.
Besides that the family member has significant moderating effect on the independent
and dependent variables. The major contribution of this study is towards better
understanding of current car market in Malaysia would benefit the academicians,
manufacturers and car sellers in knowing the impacts of external factors on car buyer
buying pattern and the importance of family member in influencing cars purchases.
Description
Keywords
The Influence Of Marketing Mixes Competency , The Purchasing Buying Behavior Of The Car Buyers In Malaysia