Consumer made various decision in their daily life from basic needs to the luxury needs. Their needs include basic physical needs food, clothing, warmth, and safety, social needs for belonging and affection and individual needs for knowledge and self- expression, they are a basic part of human make up. Nowadays, consumers demand for better quality and product knowledge on products of services. The consumer expectations and values are considered in various factors such as benefit and advantage of the products or services before making the buying decisions. The product and service offered from car industry must be fulfill customer‘s demand. The car industry should create various plan and delivering relevant services. Besides that, the car industry should study the customer needs and wants and provide different product to different consumer that will satisfy their need. This research is attempted to identify and analyze the factors that affecting the customer buying decision on car and to know what factors may influence their buying decision.
1.1 Local Car Company
Perusahaan Otomobil Kedua Sdn Bhd (PERDUA), Established in 1993, is a joint venture company between Malaysian and Japanese Partners. The shareholders of Perodua are UMW cooperation Sdn. Bhd with 38% stake, Daihatsu Motor co. Ltd (20%) MBM resources Bhd (20%) PNB Equity Resources Corporation Sdn Bhd (10%) , Mitsui &(7%) and Daihatsu ( Malaysia) Sdn Bhd ( 5%). The company started operations in 1994 and the ever so popular Perodua Kancil was introduced to the Malaysian market in August the same year.to date the following vehicles have rolled out of the Perodua plant: •
The Perodua Rusa – March 1996
The Perodua Kembara – August 1998
The Perodua Kenari – June 2000
The Perodua Myvi – May 2005
The Perodua Viva – May 2007
The Perodua Nautica 4 WD – May 2008
The Perodua Alza- November 2009
As of May 2008, Perodua has sold some 1.4 million units of vehicles of various models Perodua Headquarters is located on an 81 Hectare site in Sungai Choh, Rawang, Selangor Darul Ehsan. It houses among others Perodua Corporate building , R&D testing laboratories and styling studio, vehicle test track , manufacturing plant, engine plant, pre-delivery inspection area, vehicle distribution stockyard and parts ware house. Perodua Auto Corporation Sdn Bhd (PCSB) was established in the final quarter of 2001.Besides Perodua , the two other joint venture partners of PCSB are Daihatsu Motor Co.Ltd and Mitsui & Co.Ltd both Japan. The manufacturing operations of the Perodua Group are being managed by PCSB. The Three active within the group are.
Perodua sales Sdn Bhd (PSSB) is responsible for the sales, Marketing and distribution of all Perodua vehicles as well as after sales services and spare parts operations. Perodua Manufacturing Sdn Bhd (PMSB) is the company responsible for the manufacturing of Perodua Vehicles. Perodua Engine Manufacturing Sdn Bhd (PEMSB) undertakes the assembly of vehicle engines and also manufacturing of selected engine component parts operations. Workforce
The total Number of manpower of Perodua was over 10,000 staff as of May 2011 Production capacity
The plant currently has the capacity to produce 250000 units per annum, on 2 shift cycle. Sales and service Network
To the date ,PSSB has 39 sales branches and 140 sales dealers nationwide to serve its customers efficiently .It also has 41 service branches and 120 services outlets throughout Malaysia for customers Convenience. Overseas
Perodua vehicles are sold in countries such as the UK,Singapore ,Brunei,Fiji,Nepal and Sri Lanka. 1.2 Research Problem
Transportation nowadays can say as a needs for today’s society .The consumer nowadays have different request for their car. The goals for the most Perodua car are to sustain competitive advantages and become or maintain as the market leader. However question as to how one can achieve this still remain despite studies and...
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