A research about the customer preferences towards malaysian national cars among the government servants at Kota Darul Naim / Wan Anis Hasma Abu Bakar Sidik

• Main Author: Abu Bakar Sidik, Wan Anis Hasma
• Format: Student Project
• Language: English
• Published: 2011
• Subjects: Automobile industry and trade; Automotive transportation; Malaysia; Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
• Online Access: http://ir.uitm.edu.my/id/eprint/40890/1/40890.pdf; http://ir.uitm.edu.my/id/eprint/40890/

In 1960’s, Malaysia government encourage to setting up of automobile assembly plants in Malaysia country. The main objective is to reduce the numbers of import cars to Malaysia and that will help to stabilize the balance of payments, to create employment in Malaysia and also to provide the base transfer of technology. Currently, Malaysia had two automobile companies which are Proton and Perodua. Proton is the first automobile company that establish in 1983 and the first national car produced in 1985 is Proton Saga. Whereas Perodua is the second automobile company that establish in 1993 and the first car produce by Perodua is Perodua Kancil in 1994. The purpose of this research is to identifying about the most influencing factor of customer preferences towards Malaysia national cars among the government servants at Kota DarulNaim. The researcher had distributed the questionnaire to 100 respondents that works at Kota DarulNaim. The respondents are randomly selected to take part in this survey. Statistical Package for the Social Sciences (SPSS) was used to analyze the data. For this research, reliability analysis was used to measure the testing for both consistency and stability. The cronbach’s alpha is computed in term of the items in the set are positively correlated to one another. Descriptive analysis was use to examines the general statistics description of variable in the study. Correlation coefficient analysis was used to analyze the strength of the relationship between the two variables.