1 / 19

Influential Factors on Consumers’ Behavioral Intention to Buy A Luxury Car: Thailand Case

Influential Factors on Consumers’ Behavioral Intention to Buy A Luxury Car: Thailand Case. By Netpreeya Choomchaiyo. Scope of the Presentation. Problematic situations of Thailand automobile market Objectives & expected benefits Conceptual framework Research method Findings Conclusion

chloe
Télécharger la présentation

Influential Factors on Consumers’ Behavioral Intention to Buy A Luxury Car: Thailand Case

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Influential Factors on Consumers’ Behavioral Intention to Buy A Luxury Car: Thailand Case By NetpreeyaChoomchaiyo

  2. Scope of the Presentation • Problematic situations of Thailand automobile market • Objectives & expected benefits • Conceptual framework • Research method • Findings • Conclusion • Research implications • Research limitations • Future research

  3. Problem statements • High competition in Thailand luxury car market • availability of locally assembled and imported cars • growth in market shares of Asian luxury cars • Lack of understanding on actual mechanism of influential factors on consumers’ • behavioral intention to buy cars • Marketers put large amount of • budget on marketing communication

  4. Objectives & expected benefits • To explore relationships between influential factors and consumers’ perceived product quality, product attitude, and, behavioral intention to buy a luxury car, Mercedes Benz • To provide recommendation • to marketers and advertisers

  5. Conceptual framework Belief evaluation Subjective norms Ethnocentrism (ETH) Face saving (FS) Perceived product quality (PPQ) Behavioral intention (BI) Product attitude (AT) Brand Attitude (BA) Country of manufacture (COM) Group conformity (GC) The proposed framework is based on Lee (1990)’s modified Fishbein and Ajzen’s (1975) Theory of Reasoned Action,and Kim and Pysarchik (2000)

  6. Research method Type of research: Empirical Study by literature review and survey research (questionnaires) • Qualitative phase - a focus group interview was conducted with 10 Thai Mercedes Benz owners to explore the conceptual meaning and cultural context of the study • - results from focus group and literature review were used to develop questionnaires

  7. Research method • Quantitative phase • - 500 questionnaires were distributed to 5 MB showrooms in Bangkok, 305 were obtained (61% response rate) - A two-tailed t-test was used to compare the scores of Thai consumers on product attributes towards German imported and Thai locally assembled MB. - A multiple regression analysis was used to identify the influence of independent variables on the dependent variables

  8. Finding 1 Belief evaluation Ethnocentrism (ETH) Face saving (FS) Perceived product quality (PPQ) Behavioral intention (BI) Product attitude (AT) Brand Attitude (BA) Country of manufacture (COM) Group conformity (GC)

  9. Finding 1 * significant level at the 0.05

  10. Findings Model Summary of the Regression ** significant at the 0.01 level * significant at the 0.05 level

  11. Finding 2 Belief evaluation Ethnocentrism (ETH) Face saving (FS) Perceived product quality (PPQ) Behavioral intention (BI) Product attitude (AT) Brand Attitude (BA) Country of manufacture (COM) Group conformity (GC) Regression Model: PPQ = 3.63 + 0.08ETH** + 0.22BA** + 0.11COM**

  12. Finding 3 Ethnocentrism (ETH) Face saving (FS) Perceived product quality (PPQ) Behavioral intention (BI) Product attitude (AT) Brand Attitude (BA) Country of manufacture (COM) Group conformity (GC) Regression Model: AT = 0.45 + 0.66PPQ** + 0.24FS** + 0.03GC

  13. Finding 4 Ethnocentrism (ETH) Face saving (FS) Perceived product quality (PPQ) Behavioral intention (BI) Product attitude (AT) Brand Attitude (BA) Country of manufacture (COM) Group conformity (GC) Regression Model: BI = 0.95 + 0.47AT** - 0.02FS + 0.33GC**

  14. Conclusion • In general, the framework can explain relationship between influential factors and Thai consumers’ behavioral intention to buy a Mercedes Benz • Thai consumers perceived a German imported MB better than a Thai assembled MB • Country of manufacturer, brand attitude and ethnocentrism affect Thai consumers’ perceived product quality • Attitude and group conformity affect Thai consumers’ behavioral intention to buy

  15. Research implications • It is recommended that marketing managers should focus more on building brand attitude than country of manufacturer and ethnocentrism in order to create a positive perception of a Mercedes Benz. • The influence of social group should also be highlighted in a marketing campaign.

  16. Research implications • Marketers should use such marketing strategies as reference groups, viral marketing, tribal marketing, etc. to create social groups or communities that centered around the product or using a network of individuals to help send out convincing messages and even sell the product to their family and friends.

  17. Research limitations • This research tests only a single product, Mercedes Benz. • This research tests only a small set of influential factors on consumers’ attitude and behavioral intention to buy

  18. Future research • Future research is recommend to examine the interrelationship among these influential factors on consumers’ behavioral intention to buy different types of product

  19. Thank you Your comments and suggestions would be appreciated

More Related