ASSESSING AUTOMOBILE ATTRIBUTES INFLUENCING CUSTOMER'S SATISFACTION TOWARDS NATIONAL CAR CONSUMPTION AMONG RACE
GROUPS
RESEARCH MANAGEMENT INSTITUTE (RMI) UNIVERSITITEKNOLOGI MARA 40450 SHAH ALAM, SELANGOR
MALAYSIA
BY:
NUR HAZWANI BT ZOLKIFLY ROSZI NASZARIAH NASNI BT NASERI
WAN NADIAH BT MOHD NADZRI SITI DALEELA BT MOHD WAHID
DECEMBER 2011
i
Contents 1. Letter of Report Submission Hi
2. Acknowledgements iv
3. Report 1
3.1 Enhanced Executive Summary 1
3.2 Introduction 2
3.3 Brief Literature Review 6
3.4 Methodology 9
3.5 Results and Discussion 12
3.6 Conclusion and Recommendation 16
3.7 References/Bibliography 17
4. Research Outcomes 19
5. Appendix 20
ii
1. Letter of Report Submission
1 DECEMBER 2011
Research Management Institute (Rmi) Universiti Teknologi Mara 40450 Shah Alam, Selangor Malaysia
Dear Sir/Madam
SUBMISSION OF REPORT FOR CONFIRMATION
Herewith is the report entitled "ASSESSING AUTOMOBILE ATTRIBUTES INFLUENCING CUSTOMER'S SATISFACTION TOWARDS NATIONAL CAR CONSUMPTION AMONG RACE GROUPS" to fulfill the requirement for confirmation as needed by Research Management Institute, Universiti Teknologi MARA.
Thank you
Yours sincerely,
Gfr NUR HAZWANI BT ZOLKIFLY Lecturer Faculty of Business Management UiTM Perak
iii
2. Acknowledgements
First and foremost, humble gratefulness and gratitude to Almighty Allah, Most Gracious and Most Merciful, for enabling completion of this research until its final form. Appreciation goes to all those involved directly & indirectly in this research.
Among them are:
Roszi Naszariah Nasni Bt Naseri (Lecturer of Faculty of Business Management)
Wan Nadiah Bt Mohd Nadzri
Siti Daleela Bt Mohd Wahid (Lecturer of Faculty of Business Management)
Proton & Perodua Club Members (MyVian, MyVi Extreme, Proton Saga BLM Club, Satria Neo Club, Gen 2 net
and Gen 2 Club)
and
Universiti Teknologi MARA
IV
3. Report
3.1 Enhanced Executive Summary
Rapid globalization of market leaves impact to Malaysian automobile industry as a whole.
Despite of high sales, customer's satisfactions towards national car were low as compared to
imported cars. This prompted the current investigation with the objectives to identify the most
important automobile attributes influencing customer's satisfaction and also to determine the
most appealing automobile attributes among major ethnic groups in Malaysia. This study
employs survey approach where 370 responses were collected from car owners and drivers of
1.3cc engine size in Klang Valley area. Results from the regression analysis showed the
resale value were the major factors which influenced customer satisfaction, followed by
vehicle appearance and safety attributes. Secondly, all major ethnic groups; Malay, Indian and
Chinese were influenced mostly by safety feature. In addition, the result depict that Chinese
has lower satisfaction level towards national car consumption as compared to other races.
3. Report3.1 Enhanced Executive Summary3.2 Introduction3.2.1 Overview of the Study3.2.2 Research problem3.2.3 Research objectives3.2.4 Hypothesis3.2.5 Significance3.2.6 Definition of term
3.3 Brief Literature Review3.3.1 Customer Satisfaction of National Car3.3.2 Safety Feature3.3.3 Vehicle Appearance3.3.4 Standing Charges3.3.5 Resale Value
3.4 Methodology3.4.1 Research Design3.4.2 Data Sources3.4.3 Target Population3.4.4 Sampling Techniques3.4.5 Sampling Size3.4.6 Measurement and Scaling3.4.7 Data Collection Method3.4.7.1 Questionnaires
3.4.8 Data Analysis
3.5 Results and Discussion3.6.1 Realibility Test3.6.2 Demographic Profile of Respondents3.6.3 Descriptive Analysis3.6.4 Pearson Correlation3.6.5 Multiple Regression
3.6 Conclusion and Recommendation3.7 References/Bibliography
4. Research Outcomes5. Appendix