Introduction
In
Pakistan the Automobile Industry has got a tremendous market potential. With
the growth of population and change in their pattern of life style as a result
of urbanization, there has been a rapid increase in demand for automobiles. The
purpose of this research is to find out the willingness of Pakistani market
towards Adam Revo which is first Pakistani car.
The Automobile Industry in Pakistan
has flourished like never before in the recent years. This extraordinary growth
that automobile industry has witnessed is a result of a major factor namely,
the improvement in the living standard of the middle class and an increase in
their disposable incomes. Moreover, as commutation cost is increasing & the
infrastructure of public transport is getting worst day by day, is another
factor behind this change.
Scope of this Research
We are re-launching Adam Revo because car
industry has a huge demand potential. The purpose of
this research is to study the behavior of consumers, their importance in the
aspects of life style, perception of product attributes and level of
satisfaction. Hence, the study is aimed at the following objectives.
1. To
evaluate car owner’s perception and behavior
pertaining to the purchase and use of cars.
2. To
identify and analyze the factors influencing the purchase of cars.
3. To
analyze the level of satisfaction among the respondents and to identify the
switch over brand option, if any and
4. To
make suggestions in the light of the findings of the study.
Nowadays,
car has become a necessity and forms a part of life. Therefore, there is a
significant scope to examine the perception and purchase behavior of the
consumers of cars. Due to the increasing purchasing power, the people of
Pakistan have started to buy cars for business or personal use or the prestige
and maintenance of social status.
Problem and
Hypothesis formation
Due to the emergence of
globalization and liberalization there is a stiff competition among the variety
of car industries, which are focusing attention in capturing the Pakistani
markets. Cars though considered as luxury once, now occupies a part of
day-to-day life and has become a necessity. People who were not ready to spend
their money on luxuries have now changed their attitude that “yesterday’s luxuries are today’s necessities.” To be a successful marketer it is absolutely essential to
read the minds and perceptions of the prospective buyers of cars.
Is has been noted that consumer behavior is
changing rapidly. Few years back people who prefer to travel by using public
transport now prefer to have their own convince. People have not many choices
available but in current environment the demand of having their own convince is
increasing. People are buying cars or bicycle because they are getting price
conscious, status conscious & they want comfort during traveling. Another
factor behind this change is the increase of commutation cost.
Research Methodology
The
methodology was divided into two phases, qualitative and quantitative
respectively. Qualitative comprise of sample of 20 respondents and in-depth
interviews were conducted to collect the personality attributes based on their
currently used brand. Further sample of 70 respondents were analyzed based on
quantitative part. The purpose was to statistically verify the results
extracted from quality part.
Research Instruments
Qualitative: - In-depth
interviews based on un-structured questions.
Quantitative: - Structured
questionnaire
Procedure
Firstly sample of 10 respondents
were collected for qualitative study. Qualitative covers the collection of
imagery attributes with respect to respondent’s usage and awareness. Second a
sample of 42 respondents were collected to evaluate the earlier outcomes of
qualitative by applying statistical techniques such as multivariate analysis
and correspondence analysis.
Population and sampling
Convenience
sample with snow-bowling technique. Held at different organizations in Karachi.
Respondents comprises of both males and females having access to means of
transportation.
Scope and
limitations
The achieved sample has its limitations which are restricted to Karachi City and Time provided. Hence any decision at this level might not be effective in position the strategy.
The achieved sample has its limitations which are restricted to Karachi City and Time provided. Hence any decision at this level might not be effective in position the strategy.
Results and
Findings
Qualitative Part.
The responses we have received from the conducted interviews
as per respondent who were the actual users of Adam revo were both positive
& negative. The general perception of buying Revo was to hold a new car
instead of buying used car. Users of Revo said that they have purchased Revo
because it was at first Pakistan car made in Pakistan. After using Revo they
found draw backs such as no viability of spare parts, the design problem &
fuel efficiency were the main reasons that they have sold the car.
Quantitative Part.
Since our course was relating to advertisement research
therefore key findings are based on perception that consumers have regarding
different cars with respect to Adam Revo (Pakistan Based). For this SPSS was used as a tool for
evaluating the primary collected data.
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For further results we are providing the power point template.
Conclusions and
recommendations
As nuclear families are growing day by day people prefer to
have their own car. Thus the findings help us in providing the position
Survey
Questionnaire
Posts
1 comments:
Hi my name is Ghania and i am currently doing a research on the topic of Brand Revival in Pakistan. The literature in this reference is almost non existent. i found this research paper but i see that the author did not leave any name or contact address. I would really appreciate it if i could see the research methodology that u opted for in detail including the research questionnaire. it would be a great help.
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