Consumer’s Purchase Intentions towards Automobiles in Pakistan

Abstract

The purpose of this paper is to identify and assess the factors which influence the consumer's purchase intentions towards automobiles in Pakistan. After reviewing the literature, the most significant independent variables (price, product, after sale service, brand product quality and brand loyalty) were integrated together into a research framework and then the hypotheses were tested. The unit of analysis was the individual automobiles consumers in Lahore, Pakistan selected as random respondents. The sample size was 250.Simple regression was used to analyze the results. The findings depicted that the three independent variables-price, product and brand product qualityhave a positive significant relationship with the consumer's purchase intentions towards automobiles while the other two variables i.e. after sale service and brand loyalty showed insignificant results. The managers in the automobile industry as well as the policy makers will find this study helpful, when they will be making strategies (example marketing related) and also while developing auto policy.

Linking brand engagement to customer-based brand equity and role of brand experience, brand personality, and brand affect: A case of automobile market of Pakistan

“…But the automobile market in the country has witnessed a major shift in the customers' preference for the reconditioned car brands imported from countries like Japan over the locally produced global brands. Essentially, the automobile customers in Pakistan have shown a growing tendency to choose the reconditioned cars brands due to their growing dissatisfaction with the locally produced global brands (Amir & Asad, 2018). In last 10 years, the demand for the reconditioned cars have significantly increased and only in the year 2016-2017, the number of reconditioned cars imported into the country was 65,000 in comparison with 185,000 locally produced cars in the same time frame.…”

Minat Beli: Peran Citra Merek yang Dipersepsikan oleh Konsumen Produk Otomotif

“…Penelitian terbaru menemukan bahwa minat beli mobil di Pakistan memiliki hubungan yang signifikan positif pada tiga variabel yaitu harga, produk, dan merek produk kualitas (Amir & Asad, 2018). Adapun penelitian lain yang dilakukan pada industri otomotif mobil di Iran, hasil penelitian tersbut menyatakan bahwa citra merek berpengaruh positif pada minat beli konsumen (Jalilvand & Samiei, 2012).…”

“…Gambar (Hadi & Manaf, 2015). Penelitian lain yang dilakukan mengenai minat beli dengan dimensi price, product, dan brand product quality oleh (Amir & Asad, 2018). Temuan pada penelitian tersebut menggambarkan bahwa tiga variabel independen harga, produk, dan kualitas produk merek memiliki hubungan signifikan positif dengan minat pembelian konsumen terhadap mobil.…”

Connecting the Dots of Customer-Based Brand Equity to Brand Engagement: Using the Disjoint Two Stage Approach of PLS-SEM

“…Customers who purchased the locally produced global brands, also known as semi-knocked down kits (SKDs) earlier, have demonstrated a persistent preference for reconditioned automobile brands (passenger cars) imported mostly from Japan and other Asian countries. It is believed that, at the core of the customers' preference for the reconditioned automobile brands, there lies customers' growing dissatisfaction with SKDs (Amir & Asad, 2018) and the demand for superior brand experience and features like safety, style, and even image that imported reconditioned automobile brands off er (Mehmood, 2015;Zia & Sohail, 2016). Consequently, in the last few years, the sales of the reconditioned automobile brands in Pakistan have soared swiftly.…”

“…The value of imported reconditioned automobiles in 2017 was around PKR 16 billion, refl ecting the lost sales of the locally produced global brands in the country (Khan, 2017). In spite of various sources that emphasized the low customer perception of the SKDs in Pakistan and the falling loyalty towards SKDs (Abbas, 2018;Amir & Asad, 2018;Khan, 2017;Mehmood, 2015), there is a serious gap of empirical knowledge to determine the potential factors that have caused the SKDs to lose their market share to the imported reconditioned automobile brands.…”