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“Factors Influencing Consumer Purchase Intentions in buying Honda City in Karachi, Pakistan”

Khan, Shahzaib Sattar and Karim, Emadul (2021): “Factors Influencing Consumer Purchase Intentions in buying Honda City in Karachi, Pakistan”.

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Abstract

The essential objective of this research is to demonstrate such factors that have adverse effect on consumer purchase intentions in buying Honda City and to analyze the consumer perceptions in considering alternate brands or imported cars. This research emphasizes the impact of seven independent variables acquire mainly from the literature which include brand loyalty, fuel efficiency, aesthetics, after sales service, attitude and perception, social image, and pricing. The consumer’s purchase intention towards buying Honda City in Karachi, Pakistan is the dependent variable. The following study used the questionnaire-based survey and the respondent’s point of view evaluated on the 5 points Likert scale ranging from 1 - strongly disagree to 5 - strongly agree. The questionnaire designed on google forms and filled online due to the issues related to the pandemic of covid-19. As the concerned issue for this research is the difficulty to reach Honda City users in Karachi, Pakistan which are the target audience of this study. There are 162 respondents who filled out the questionnaire for the following research. However, in this research we have used convenience-based sampling technique for analyzation of the research due to the limitation of time and resources. The questionnaire is filled out by the respondents having different age group and gender although they possessed the similarity in the behavior by analyzing their feedback from different factors and data collected from respondents review that the factors discussed in this research influence consumer purchase intentions. The key recommendation for the research is for the brand to keep building innovative techniques and providing its customer competitive advantage to standout in the market and evidently establish superior brand equity in the market.

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