Purchase Behaviour Towards Proton and Perodua Cars in Malaysia: A Preliminary Study of the What and Why

Jee Teck Weng, Rodney Lim Thiam Hock
Swinburne University of Technology, Sarawak Campus, Malaysia
Michelle Kuek Shu Wun
La Trobe University, Australia
Jati Kasuma
Universiti Teknologi Mara Sarawak
Ekambaram Palaneeswaran
ATC738 Hawthorn campus, Australia
Ekaterina Panarina
Universidad Anáhuac Mexico

DOI: https://doi.org/10.60016/majcafe.v31.20


Over the last three decades, the Malaysian government has undertaken a number of steps to ensure the competitiveness of its automotive industry and to stay up with worldwide advances in this sector. This study investigates the factors influencing consumer purchase behavior towards locally manufactured vehicles, specifically on Malaysians who own national cars, namely Proton and Perodua. Based on a causal research design, this study employed descriptive statistics and Partial Least Squares-Structural Equation Modelling (PLS-SEM) method. Findings from a survey of 281 respondents from different states in Malaysia showed partial support for the effect of country-of-origin, price-quality association, and value consciousness on attitude towards products and behavioral behavior. The findings suggest that it is crucial for practitioners to understand the impact of country-of-origin, price-quality association, value consciousness, and attitude towards products on behavioral intention, in the context of Malaysian perceptions towards Proton and Perodua cars. Thus, the outcome of this study helps to expand current knowledge on consumers purchase towards Proton and Perodua cars, and contributively effect of country-of-origin effects, price-quality association, and value consciousness on attitude towards products and purchase intention towards Proton and Perodua cars.

Keywords:  country-of-origin, price-quality association, value consciousness, attitude towards product, behavioral intention, Proton, Perodua