Factors Influencing Consumer Purchase Behavior towards Locally Manufactured Vehicles (Proton and Perodua)

This study primarily focuses on investigating and studying the factors that influence Malaysian car buyers’ purchase behavior towards locally manufactured vehicles, with a specific focus on our national automotive brands - Proton and Perodua. Theory of Reasoned Action and Theory of Planned Behavior are adopted to analyse the variables highlighted in this study - country-of-origin effects, price-quality association, value consciousness, perceived risk, and social influence. Two mediators - attitude towards product and brand reputation are also included to further mediate the relationships between the variables under study and the car buyers’ purchase intention and behavior.