A STUDY ON CRITERIA THAT LEAD CUSTOMERS PURCHASE DECISION AND LOYALTY ON PERODUA CAR

YAHAYA, NORIZAN (2017) A STUDY ON CRITERIA THAT LEAD CUSTOMERS PURCHASE DECISION AND LOYALTY ON PERODUA CAR. Other thesis, University Tun Hussien Onn Malaysia.

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Abstract

Perodua cars was recorded as the highest sales and quite successful in its venture. However, Perodua is being competitive with others car brand in Malaysia such as Toyota, Honda, and Suzuki. This happened because Malaysia is one of the country listed in ASEAN where allow all ASEAN country to export their car within ASEAN. The purpose of this study is to determine the dominant criteria that affect purchase decision and loyalty on Perodua cars and to implement AHP approach in selecting multi-criteria on Perodua cars. The criteria analysed consist of six main criteria such as exterior, convenience, performance, safety, economic aspect and after-sale service and 23 sub-criteria. This study was conducted among undergraduate students from UTHM. The respondents of this research are randomly selected about 170 students who are Perodua car user. The analytic hierarchy process (AHP) method and Expert Choice software were used to analyse the data collected as is an intuitively easy method for formulating and analysing decision. Due to this, it will help Perodua to know what the dominant criteria chosen by respondents and thus they can improve their future design car.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HE Transportation and Communications
Divisions: Faculty of Technology Management and Business > Department of Production and Operation Management
Depositing User: Mr. Te Chuan Lee
Date Deposited: 07 Mar 2018 09:48
Last Modified: 07 Mar 2018 09:48
URI: http://ethesis.uthm.edu.my/id/eprint/323

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