Publications

Abstract : Purpose: This paper examines the influencing factors for the usage of non-national cars in Malaysia. Specifically, we focus on economic, behavioral and physical factors that drive purchase decision of Non-national cars in Malaysia. Design/methodology/approach: Data were collected from 143 respondents who are Malaysian, aged 18 years and above and have a car driving license. The filtering questions used in this study identifies the target respondents who are current owners of non-national cars and who had used national cars before. These respondents were selected using a purposive sampling method to collect inputs. Findings: Based on the significant findings and results, non-national cars were perceived as having certain salient features, superior fuel consumption, and commendable maintenance and repair after-sales services. The respondents opined that manufactures of non-national cars conduct regular R&D activity, and continuously respond to market tastes and preferences, thus enhancing customers’ propensity to purchase non-national cars. Research limitations/implications: This study fails to categorise non-national cars in terms of brands, to know whether brand design or type plays an important role in purchase plans of nonnational cars. Practical implications: The present study identifies key factors and marketing strategies to ensure an increase in market share and market growth rate of non-national cars in Malaysia. This can also serve as a message to non-national car manufacturers that marketing strategies are nonimitable to protect them from the threats of sales of national cars. Originality/value: The novelty of this study centers on the relationship and potential influencing factors for the purchase of non-national cars. Similar marketing strategies and processes can be applied by manufactures of national cars to improve their stake in the market place. Further, the proposed research framework in the present study can be customized to determine the preference of customers to any branded or hybrid cars globally.