• Factors Affecting Consumer's Purchase Intention When Buying Toyota Corolla in Pakistan

    Author(s):
    Ayesha Majid (see profile) , Ahsan Raza, Yahya Rehman, Vinza Zafar
    Date:
    2019
    Group(s):
    Business Management
    Subject(s):
    Postgraduate research, Consumer culture
    Item Type:
    Report
    Tag(s):
    Marketing research, automobile industry, Consumer Behavior
    Permanent URL:
    http://dx.doi.org/10.17613/xdrb-9b13
    Abstract:
    Toyota has been the market leader in automobiles specially hybrid and electric automobiles. It has been operational in Pakistan since 1989. As of September 2018, it was the sixth largest company in the world in terms of revenue. The economic conditions however have not been very favorable for the automotive industry. The economy of Pakistan and the consistent increase in dollar rates has taken a huge toll on the sales of the multinational manufacturer. Focus group analysis show that majority of the people preferred Honda over Toyota due to several reasons including near to none change in the designs of Toyota Corolla’s variants. Another factor was that Toyota was seen more as a car for the rural areas which was best suited for a rugged terrain. Although the general perception is that Toyota has better car suspension and fuel efficiency, people would still prefer Honda and other Japanese cars. Respondents said that advertisements played a crucial role but they do not compel the customer to buy a product like a car, there are other factors that are taken under consideration. Pakwheels and olx were the first two online platforms that they mentioned when asked about their go to online source. Family and friends advice played a major role in deciding which car to buy. According to the research conducted by our group through questionnaire, a regression was done and seen that the general perception that a reduction in prices will increase sales was not true because people usually associate low prices with low quality products. According to the regression, only advertisement and product have a significant result. All the variables are positively correlated with each other and less than one and positive indicating a formative relationship to the dependent variable. Branding has an insignificant positive relationship with purchase intention because consumers are only considering three competitors; Honda, Suzuki and Japanese cars.
    Metadata:
    Status:
    Published
    Last Updated:
    3 months ago
    License:
    All Rights Reserved
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