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Factors Affecting Consumer's Purchase Intention When Buying a Sedan Car

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Factors Affecting Consumer's Purchase Intention When Buying a Sedan Car Factors Affecting Consumer's Purchase Intention When Buying Toyota Corolla in Pakistan By AHSAN RAZA AYESHA MAJID VINZA ZAFAR YAHA REHMAN MBA-II-C MARKETING RESEARCH SUBMITTED TO PROF. SAAD SHAHID RUNNING HEADER: Marketing Research Toyota Indus Motors 1 Table of Contents Executive Summary ................................................................................................................... 4 Introduction ................................................................................................................................ 6 Background ............................................................................................................................ 6 Why did we choose this company? ........................................................................................ 9 Literature Review..................................................................................................................... 10 Industry Analysis ..................................................................................................................... 13 Competitor analysis ......................................................................................................... 13 Automotive Industry trends in Pakistan ........................................................................... 13 Company Analysis ............................................................................................................... 15 Problem Definition................................................................................................................... 17 Management decision problem ............................................................................................ 17 Marketing research problem ................................................................................................ 17 Research Design....................................................................................................................... 17 Research Question: .............................................................................................................. 17 Research Type ...................................................................................................................... 17 Data type and Research period ............................................................................................ 18 Population and planned sample ........................................................................................... 18 Theoratical Framework ............................................................................................................ 19 Research Hypothesis ............................................................................................................ 19 Data Analysis ....................................................................................................................... 21 Data interpretation ............................................................................................................... 21 Limitations ........................................................................................................................... 21 Results ...................................................................................................................................... 22 Overall.................................................................................................................................. 22 RUNNING HEADER: Marketing Research Toyota Indus Motors 2 Variables .............................................................................................................................. 25 Price ................................................................................................................................. 25 Product Quality ................................................................................................................ 25 Placement ......................................................................................................................... 25 Promotion & Advertising ................................................................................................. 26 Branding ........................................................................................................................... 26 Interview Guide ....................................................................................................................... 27 Focus-Group Guide .................................................................................................................. 28 Questionnaire ........................................................................................................................... 29 I. Demographic Questions ....................................................................................... 29 II. Research Questions ............................................................................................. 30 Appendix A: Questionnaire Response ..................................................................................... 31 Graphs & Figures ................................................................................................................. 31 Questionnaire Response ....................................................................................................... 33 Stata Results ......................................................................................................................... 38 Appendix B: Focus Group Transcription & Analysis.............................................................. 54 Focus Group 1 .......................................................................................................................... 54 Executive summary .......................................................................................................... 54 Major Findings ................................................................................................................. 55 Recommendation ............................................................................................................. 56 Transcript ......................................................................................................................... 57 Focus Group 2 .......................................................................................................................... 68 Executive summary .......................................................................................................... 68 Major Findings ................................................................................................................. 68 Recommendation ............................................................................................................. 69 Transcript ......................................................................................................................... 70 Focus Group 3 .......................................................................................................................... 91 RUNNING HEADER: Marketing Research Toyota Indus Motors 3 Transcript ......................................................................................................................... 93 Focus Group 4 ........................................................................................................................ 105 Transcript ....................................................................................................................... 107 Interview 1 Analysis .............................................................................................................. 121 Interview 2 Analysis .............................................................................................................. 122 Interview 1 Transcript ............................................................................................................ 123 References .............................................................................................................................. 130 Consent Forms ................................................................................................................................... 131 RUNNING HEADER: Marketing Research Toyota Indus Motors 4 Executive Summary Toyota is a name almost everyone is familiar with. It has been the market leader in automobiles specially hybrid and electric automobiles. It has been operational in Pakistan since 1989. Toyota is a one of a kind Japanese multinational automotive manufacturer. As of September 2018, it was the sixth largest company in the world in terms of revenue. The economic conditions however have not been very favorable for the automotive industry. The economy of Pakistan and the consistent increase in dollar rates has taken a huge toll on the sales of the multinational manufacturer. Focus group analysis show that majority of the people preferred Honda over Toyota due to several reasons including near to none change in the designs of Toyota Corolla’s variants. Another factor was that Toyota was seen more as a car for the rural areas which was best suited for a rugged terrain. Although the general perception is that Toyota has better car suspension and fuel efficiency, people would still prefer Honda and other Japanese cars. Respondents said that advertisements played a crucial role but they do not compel the customer to buy a product like a car, there are other factors that are taken under consideration. Pakwheels and olx were the first two online
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