A market niche analysis and positioning of a new automobile : a case study of Indonesia | |
| Author | Sudaryanto |
| Call Number | AIT RSPR no.SM-97-36 |
| Subject(s) | Marketing research--Indonesia Consumer behavior--Indonesia Automobiles--Indonesia--Marketing |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business and Administration. |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-97-36 |
| Abstract | This is a study conducted for better discernment of the car market through the consumers' perception towards the different car characteristics and car makes and models existing in the Indonesia. The samples, the middle class Indonesian, were collected randomly to respond personal interviews. Each interview was accompanied by a sevenpoint Likert Scale designed to indicate the respondent's perception and preference. There were 501 respondents coming from 10 public, private offices, and universities in Jakarta and Surabaya. The collected data were classified according to the demographic and socioeconomic, usage-related variables. The frequency, crosstab and sample mean analyses were made to know the percentage of each segment towards their association of the needs and expectation of recent and the new sedan car. While the sample mean was used to determine the overall average of the consumers' perception towards some attributes of selected sedan cars. All input data to this analysis were based on the perceptions of the current and potential Indonesian car owners. The outputs, expected to know the ideal characteristics of new sedan car, the middle class car consumers' chara~teristics in Indonesia. Moreover this research expected to be exploratory and motivational in nature, are anticipated to help customers in making the buying decision, and to be of use to the producers in the manufacture of cars and in the formulation of marketing strategies, with special emphasis to the Indonesian car market. |
| Year | 1997 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-97-36 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Bechter, Clemens; |
| Examination Committee(s) | Swierczek, Fredric W.;Buchel, Bettina; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1997 |