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

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  • Khan, Shahzaib Sattar
  • Karim, Emadul

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.

Suggested Citation

  • Khan, Shahzaib Sattar & Karim, Emadul, 2021. "“Factors Influencing Consumer Purchase Intentions in buying Honda City in Karachi, Pakistan”," MPRA Paper 110807, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:110807
    as

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    File URL: https://mpra.ub.uni-muenchen.de/110807/1/MPRA_paper_110807.pdf
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    References listed on IDEAS

    as
    1. Turrentine, Thomas S. & Kurani, Kenneth S., 2007. "Car buyers and fuel economy?," Energy Policy, Elsevier, vol. 35(2), pages 1213-1223, February.
    2. Alvi, Mohsin, 2016. "A Manual for Selecting Sampling Techniques in Research," MPRA Paper 70218, University Library of Munich, Germany.
    3. GAUTAM Raj Kumar, 2014. "Purchase Decision Of Indian Consumers: The Factors Of Attraction While Purchasing Car," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 9(3), pages 29-42, December.
    4. Thomas Leicht & Anis Chtourou & Kamel Ben Youssef, 2018. "Consumer innovativeness and intentioned autonomous car adoption," Post-Print hal-02511554, HAL.
    5. Matthias Greuner & David Kamerschen & Peter Klein, 2000. "The Competitive Effects of Advertising in the US Automobile Industry, 1970-94," International Journal of the Economics of Business, Taylor & Francis Journals, vol. 7(3), pages 245-261.
    6. Turrentine, Tom & Kurani, Kenneth S, 2007. "Car buyers and fuel economy?," Institute of Transportation Studies, Working Paper Series qt56x845v4, Institute of Transportation Studies, UC Davis.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Brand Loyalty; Fuel Efficiency; Aesthetics; After Sales Service; Attitude and Perception; Social Image; Pricing; Consumer Purchase Intentions.;
    All these keywords.

    JEL classification:

    • D1 - Microeconomics - - Household Behavior
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    NEP fields

    This paper has been announced in the following NEP Reports:

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