Market research on consumer attitudes to automobiles : a market feasibility study on Pak Daihatsu and a comparison with Pak Suzuki | |
| Author | Khawaja, Muhammad Hussain |
| Call Number | AIT RSPR no.SM-94-05 |
| Subject(s) | Consumer behavior Automobiles--Marketing |
| Note | A research submitted in partial fulfillment of the requirement for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-94-05 |
| Abstract | Consumer behavior is a complex and the more simplified picture of consumers helps us enormously in understanding consumers. Basically consumer behavior is the study of decision making and the process involved in acquiring, consuming, and disposing of goods, services, experiences, and ideas that the expert will satisfy their needs. Consumer decision process vary considerable in the complexity. Consumers go through complex decision process when they are highly involved in a purchase significant differences among brands. Consumers are highly involved in a purchase when it is expensive, risky, and self expressive. The important role of an automobile as a consumer tool is evident in the fact that it accounts for 90% of all personal travel and ranks 4th among all consumer expenditures. The automobile is one of the most recent in a long line of transportation vehicle. The automobile has had an impact on lifestyles, layouts of cities and shopping malls. Every year hundred of new products introduced in the market. There is an equal chance of success and failure of the new product. Therefore, before launching it, its market feasibility is studied. The market feasibility clearly give the results whether to launch that product in the market or not. Marketing research can play an important role in reducing new product failure costs by evaluating consumer acceptance of a product prior to full-scale introduction. |
| Year | 1994 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-94-05 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Professional Master in Corporate Social Responsibility (SM) |
| Chairperson(s) | Hertzberg, Ellen |
| Examination Committee(s) | Rieser, Ignaz;Swierzeck, F.W. |
| Degree | Research report (M.Sc.) - Asian Institute of Technology, 1994 |