04 Product and price influence on cars purchase intention in Malaysia

Abstract

The purpose of this study is to identify the success requirements during the product introduction
stage in relation to purchase intention amongst the automotive industry in Malaysia. The study will
focus on the activities during the product development stage by looking at the relevant preintroduction variables influencing the success. The study adopted a mixed research method
involving both the focus group interview (FGI) with non-probability samples comprises of the
industry specialist and the quantity survey amongst 389 randomly selected samples. The statistical
analysis on the saturated and triangulated data was also supported with content and non-verbal
analysis to enhance the validity of the finding. Result showed that six out of seven independent
variables were significant and influenced the purchase intention at the introduction stage of a
product in the automotive industry in Malaysia. They were design, specifications, features,
performance, costs of ownership and affordability. Price competitive was found not relevant. The
finding confirmed the both product and price were two determinant variables influencing the
success of the product introduction.