ASSESSING AUTOMOBILE ATTRIBUTES INFLUENCING CUSTOMER'S SATISFACTION TOWARDS NATIONAL CAR CONSUMPTION AMONG RACE

GROUPS

RESEARCH MANAGEMENT INSTITUTE (RMI) UNIVERSITITEKNOLOGI MARA 40450 SHAH ALAM, SELANGOR

MALAYSIA

BY:

NUR HAZWANI BT ZOLKIFLY ROSZI NASZARIAH NASNI BT NASERI

WAN NADIAH BT MOHD NADZRI SITI DALEELA BT MOHD WAHID

DECEMBER 2011

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Contents 1. Letter of Report Submission Hi

2. Acknowledgements iv

3. Report 1

3.1 Enhanced Executive Summary 1

3.2 Introduction 2

3.3 Brief Literature Review 6

3.4 Methodology 9

3.5 Results and Discussion 12

3.6 Conclusion and Recommendation 16

3.7 References/Bibliography 17

4. Research Outcomes 19

5. Appendix 20

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1. Letter of Report Submission

1 DECEMBER 2011

Research Management Institute (Rmi) Universiti Teknologi Mara 40450 Shah Alam, Selangor Malaysia

Dear Sir/Madam

SUBMISSION OF REPORT FOR CONFIRMATION

Herewith is the report entitled "ASSESSING AUTOMOBILE ATTRIBUTES INFLUENCING CUSTOMER'S SATISFACTION TOWARDS NATIONAL CAR CONSUMPTION AMONG RACE GROUPS" to fulfill the requirement for confirmation as needed by Research Management Institute, Universiti Teknologi MARA.

Thank you

Yours sincerely,

Gfr NUR HAZWANI BT ZOLKIFLY Lecturer Faculty of Business Management UiTM Perak

iii

2. Acknowledgements

First and foremost, humble gratefulness and gratitude to Almighty Allah, Most Gracious and Most Merciful, for enabling completion of this research until its final form. Appreciation goes to all those involved directly & indirectly in this research.

Among them are:

Roszi Naszariah Nasni Bt Naseri (Lecturer of Faculty of Business Management)

Wan Nadiah Bt Mohd Nadzri

Siti Daleela Bt Mohd Wahid (Lecturer of Faculty of Business Management)

Proton & Perodua Club Members (MyVian, MyVi Extreme, Proton Saga BLM Club, Satria Neo Club, Gen 2 net

and Gen 2 Club)

and

Universiti Teknologi MARA

IV

3. Report

3.1 Enhanced Executive Summary

Rapid globalization of market leaves impact to Malaysian automobile industry as a whole.

Despite of high sales, customer's satisfactions towards national car were low as compared to

imported cars. This prompted the current investigation with the objectives to identify the most

important automobile attributes influencing customer's satisfaction and also to determine the

most appealing automobile attributes among major ethnic groups in Malaysia. This study

employs survey approach where 370 responses were collected from car owners and drivers of

1.3cc engine size in Klang Valley area. Results from the regression analysis showed the

resale value were the major factors which influenced customer satisfaction, followed by

vehicle appearance and safety attributes. Secondly, all major ethnic groups; Malay, Indian and

Chinese were influenced mostly by safety feature. In addition, the result depict that Chinese

has lower satisfaction level towards national car consumption as compared to other races.

3. Report3.1 Enhanced Executive Summary3.2 Introduction3.2.1 Overview of the Study3.2.2 Research problem3.2.3 Research objectives3.2.4 Hypothesis3.2.5 Significance3.2.6 Definition of term

3.3 Brief Literature Review3.3.1 Customer Satisfaction of National Car3.3.2 Safety Feature3.3.3 Vehicle Appearance3.3.4 Standing Charges3.3.5 Resale Value

3.4 Methodology3.4.1 Research Design3.4.2 Data Sources3.4.3 Target Population3.4.4 Sampling Techniques3.4.5 Sampling Size3.4.6 Measurement and Scaling3.4.7 Data Collection Method3.4.7.1 Questionnaires

3.4.8 Data Analysis

3.5 Results and Discussion3.6.1 Realibility Test3.6.2 Demographic Profile of Respondents3.6.3 Descriptive Analysis3.6.4 Pearson Correlation3.6.5 Multiple Regression

3.6 Conclusion and Recommendation3.7 References/Bibliography

4. Research Outcomes5. Appendix