TITLE:
Consumer’s Purchase Intentions towards Automobiles in Pakistan
AUTHORS:
Abeera Amir, Muzaffar Asad
KEYWORDS:
Purchase Intentions, Price, Product, After Sale Service, Brand Product Quality, Brand Loyalty
JOURNAL NAME:
Open Journal of Business and Management,
Vol.6 No.1,
January
30,
2018
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 quality—have 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.