Abstract:

The utmost aim of this study is to identify the factors that drive consumers to decide in the selection of a local car brand in Malaysia. The required data were assorted from 113 respondents, who are licensed car users aged 18 and above in Malaysia. This study desires to identify the answers behind the purchasing decision fuelled by certain definite factors that influence the market of local car brands in Malaysia. The analysis has identified brand trust and economic perspective as the two important factors associated with consumers’ brand predilection. Although some studies have established the main effects of several defined factors in the selection of a car brand, the novelty of this study would be in exploring on the association between the involved four independent variables with the selection of a local car brand in Malaysia mediated by consumer perceived value. The current analysis distinguishes essential factors that can be intertwined with certain marketing stratagems as such to further escalate the business of Malaysian automobile brands.

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