Modelling factors influencing brand experience and its consequences on Malaysia’s national automotive brands / Wan Nadiah Mohd Nadzri

Automotive players that neglects post purchase have suffered poor sales as consumers no longer tolerate with mediocre services. Not only automotive players produced low quality car but also bad operational facilities when servicing their car. Resulting in low brand experience and consumers are left unsatisfied with their car purchase. However, brand experience has received enormous attention by researchers over the decades. Evidently, past research revealed that brand experience plays a vital role in understanding desired outcome such as brand trust, brand loyalty, brand community, brand attachment and brand engagement. In fact, brand experience has been in the spotlight by both academic and practitioners within design literature, thus bringing two perspectives together. Mehrabian and Russell theory was employed as the theoretical foundation in developing present conceptual framework. This study emphasizes on using PADI model as a tool to measure the new brand experience scale. The significance of this study, lies in the fact that, it attempts to examine the antecedents of brand experience such as servicescape, brand image and servicescape which in turn investigates the consequences within Malaysia national automotive industry

Focus Group Method an Aid to Explore Brand Experience and Contextual Factors

AbstractMalaysia automotive industry is highly intense and it creates a challenge for local manufacturer sustaining brand name in the market. Remarkably, it has revolutionized the Malaysian consumer behaviour on purchasing cars. The importance of brand experience from the view of Malaysians is vital as they depend on extrinsic cues and experiences in purchasing. Indeed, brand experiences are gaining most of the attention in the eyes of marketers but there is still scarcity in empirical study. This study excavates consumer's experience and reveals consumer's emotion on national car brand consumption. The focus group is targeted on Proton and Perodua young urban adult car users between 18-35 years old with a minimum of one year car usage. The session encouraged respondents to freely speak in order to explore their emotions on their selected national car model. The moderator conducted two sessions that comprise ten panels, thus a total of twenty panels participated. The discussions were concluded whereby Malaysian respondents have difficulties in expressing their true emotions describing their experience of each car model. Respondents tend to comment more on the quality of product attribute compared to addressing their emotional experience. Results have shown that if consumers were given the opportunity to choose, they will switch to foreign car brand that has better quality. This study has been seen as series of attempts to understand the emotion of consumers with regards to their brand experience. Furthermore, contribution of the original knowledge through the development of new findings is a practical tool for a comprehensive brand experience

Consumer Purchase Decision in The Malaysian Retail Market: A Study of RM 2 Stores

This study aimed to investigate factors that influence consumer purchase decision in Malaysian single-priced stores, which are also popularly known as RM2 stores. The study considered six factors that could affect purchase decision in RM2 stores, namely, corporate social responsibility (CSR), sales promotion, social media marketing, perceived value, store environment, and service quality. A quantitative research methodology was employed through a survey using questionnaires administered to 550 customers of the RM2 stores. The data gathered was then analysed through SPSS method to calculate the validity and reliability of the measurement items and to verify the impact of six independent variables on purchase decision. Based on the results, CSR, sales promotion, perceived value, and service quality had significant positive effects on purchase decision, while social media marketing and store environment proved to be insignificant. Among all the factors, perceived value had the strongest influence on purchase decision. The findings are important in assisting RM2 store retailers to understand the factors that affect consumer purchase decision which could help in improving sales. This study complements the current literature and addresses existing research gaps with regard to the linkages between factors that influence consumer purchase decision in Malaysian single-priced stores