Consumer Purchase Intention: A Case of Automobile Industry

Abstract

Buying a car involves various factors such as personal preferences, financial aspects, lifestyle choices, and brand perceptions however, consumer income is a crucial to determine car purchases. This study identifies the variables such as; price, product, after-sale service, brand product quality, and brand loyalty and develops a research framework to test the hypotheses. The population of 300 is randomly selected from District Multan and Khanewal for analytical results. The study used Likert Scale to know the customers’ point of view on different aspects of car purchase intentions. The study identifies that there are numerous aspects involved in a decision behind a car purchase. The policymakers and consumer in auto sector of Pakistan are suggested to have understanding of the relationship between product, price, after-sales service, product quality, brand loyalty, and selling tactics of the company for better purchase decision.