Factors influencing consumers' purchase decision of automobiles in Metro Manila
Date of Publication
2018
Document Type
Master's Thesis
Degree Name
Master of Science in Marketing
College
Ramon V. Del Rosario College of Business
Department/Unit
Marketing and Advertising
Thesis Adviser
Regina C. Dy
Defense Panel Chair
Roy C. Amparo
Defense Panel Member
Gerrilyn T. Cadiz
Sheryll Ann Zafra
Brian C. Gozun
Abstract/Summary
The automotive industry in the Philippines continues to grow over the past years. But with the onset of new Comprehensive Tax Reform Program in 2018 and consumers product and brand switching, it becomes challenging for automotive companies on how to improve sales and consumer retention. The objective of this study is to find out what factors influence the decision making of consumers when purchasing automobiles. Its purpose is to aid marketers to understand their consumers better at this day and age. Through correlational research design, a total of 163 respondents participated in the survey via non-probability convenience sampling technique. Descriptive and inferential analysis of the data was done through Pairwise Analysis and logistic regression. Results revealed that brand of automobiles are still a significant factor for consumers when purchasing. Other factors such as price, safety features and design of automobiles, were also shown to influence the purchase decision.
Abstract Format
html
Language
English
Format
Electronic
Accession Number
CDTG007546
Shelf Location
Archives, The Learning Commons, 12F Henry Sy Sr. Hall
Physical Description
1 computer disc ; 4 3/4 in.
Keywords
Automobile industry and trade--Philippines; Consumers--Philippines
Recommended Citation
Tolentino, J. C. (2018). Factors influencing consumers' purchase decision of automobiles in Metro Manila. Retrieved from https://animorepository.dlsu.edu.ph/etd_masteral/5464