Mohd Wahid, Siti Daleela

Naseri, Roszi Nazirah Nasni

Wan Nadiah, Mohd  Nadzri

Zolkifly, Nur Hazwani

Universiti Teknologi MARA Institutional Repository

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 
i 
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 
ii 
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. 


Acessing automobile attributes influencing customer's satisfaction towards national car consumption among race groups / Nur Hazwani Zolkifly ... [et al.]

http://ir.uitm.edu.my/id/eprint/23557/1/LP_NUR%20HAZWANI%20ZOLKIFLY%20RMI%2011_5.pdf

Acessing automobile attributes influencing customer's satisfaction towards national car consumption among race groups / Nur Hazwani Zolkifly ... [et al.]

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