Purchase decision made for national car

The automotive industry in Malaysia can be considered as one of the most important strategic industries in the manufacturing sector. Rising globalization in last few years has significant impact on the market for car products. Rapid development in the automotive industry and consumers’ concern towards national car has been the demand of national car will be increase among the consumer. The purpose of this study is to identify the factors that influence purchase decision made for national car among staff of University Malaysia Kelantan, Pengkalan Chepa in Kelantan. This study shows three factors (price, income and income) affected the consumer’s decision on purchasing National car (Proton and Perodua) in Kelantan, Malaysia. The primary data were collected from 110 staffs of University Malaysia Kelantan, main campus in Pengkalan Chepa. Data collected was analyzed using Statistical Package for Social Science (SPSS) version 18.0. The result shows those two factors, a price and design were significantly considered in staff’ decision making in purchasing national car and income factor has no significant influence in staff decision in purchasing car. Most respondents placed high importance on purchasing the cheapest car from manufacturers. Discussion on findings, conclusion and limitations of study are also included in the report.