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

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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

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Presentation Transcript
slide1

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

By NetpreeyaChoomchaiyo

scope of the presentation
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
problem statements
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
objectives expected benefits
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
conceptual framework
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)

research method
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
research method1
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

finding 1
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)

finding 11
Finding 1

* significant level at the 0.05

findings
Findings

Model Summary of the Regression

** significant at the 0.01 level

* significant at the 0.05 level

finding 2
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**

finding 3
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

finding 4
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**

conclusion
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
research implications
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.
research implications1
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.
research limitations
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
future research
Future research
  • Future research is recommend to examine the interrelationship among these influential factors on consumers’ behavioral intention to buy different types of product
thank you
Thank you

Your comments and suggestions

would be appreciated

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