The effect of ethnocentrism, advertising appeal, perceived quality and price perception on actual purchase of proton cars

The automotive sector in Malaysia has grown well over the last few decades due to the success of the national automotive policy (NAP) and the rapid development of the country's economy. Proton is a proud Malaysian car brand that is directly involved in the automotive industry and has become a...

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Main Author:	Al Husain, Amin
Format:	Thesis
Language:	eng eng eng
Published:	2020
Subjects:	HC Economic History and Conditions HD56-57.5 Industrial Productivity
Online Access:	https://etd.uum.edu.my/8601/1/depositpermission_s95000.pdf https://etd.uum.edu.my/8601/2/s95000_01.pdf https://etd.uum.edu.my/8601/3/s95000_references.docx
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id	my-uum-etd.8601
record_format	uketd_dc
spelling	my-uum-etd.86012021-09-05T01:47:12Z The effect of ethnocentrism, advertising appeal, perceived quality and price perception on actual purchase of proton cars 2020 Al Husain, Amin Sulaiman, Yaty Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HC Economic History and Conditions HD56-57.5 Industrial Productivity The automotive sector in Malaysia has grown well over the last few decades due to the success of the national automotive policy (NAP) and the rapid development of the country's economy. Proton is a proud Malaysian car brand that is directly involved in the automotive industry and has become a leading brand that received a warm welcome for many years. However, from 2013 to 2018, Proton’s sales have been steadily declining from year to year. The main objectives of this study were to evaluate the relationship between ethnocentrism, advertising appeal, perceived quality and price perception with the actual purchase of Proton cars and to examine whether perceived quality and price perception mediate the relationship between ethnocentrism and advertising appeal with the actual purchase of Proton cars. The sampling procedure of multi-stage random sampling was used to determine the selection of respondents comprising Malaysian Proton car owners. This study used the quantitative method by distributing a set of self-administered questionnaires. The structured questionnaire items were built based on previous studies and proved their authenticity and reliability. 400 sets of questionnaires were distributed to respondents to complete this study. The findings revealed that all hypothesised relationships were statistically accepted except the direct relationship between ethnocentrism and actual purchase and the direct relationship between advertising appeal and actual purchase. Even so, perceived quality and price perception fully mediated the relationship between ethnocentrism and actual purchase. The relationship between ethnocentrism and actual purchase became significant with the intervention from perceived quality and price perception. Meanwhile, price perception competitively partially mediated the relationship between advertising appeal and the actual purchase of Proton cars. Price perception changed the negative relationship between advertising appeal and actual purchase into a positive relationship.This study concludes with discussions on the theoretical and practical contributions, study limitations and suggestions for future research. 2020 Thesis https://etd.uum.edu.my/8601/ https://etd.uum.edu.my/8601/1/depositpermission_s95000.pdf text eng staffonly https://etd.uum.edu.my/8601/2/s95000_01.pdf text eng public https://etd.uum.edu.my/8601/3/s95000_references.docx text eng public other doctoral Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng eng
advisor	Sulaiman, Yaty
topic	HC Economic History and Conditions HD56-57.5 Industrial Productivity
spellingShingle	HC Economic History and Conditions HD56-57.5 Industrial Productivity Al Husain, Amin The effect of ethnocentrism, advertising appeal, perceived quality and price perception on actual purchase of proton cars
description	The automotive sector in Malaysia has grown well over the last few decades due to the success of the national automotive policy (NAP) and the rapid development of the country's economy. Proton is a proud Malaysian car brand that is directly involved in the automotive industry and has become a leading brand that received a warm welcome for many years. However, from 2013 to 2018, Proton’s sales have been steadily declining from year to year. The main objectives of this study were to evaluate the relationship between ethnocentrism, advertising appeal, perceived quality and price perception with the actual purchase of Proton cars and to examine whether perceived quality and price perception mediate the relationship between ethnocentrism and advertising appeal with the actual purchase of Proton cars. The sampling procedure of multi-stage random sampling was used to determine the selection of respondents comprising Malaysian Proton car owners. This study used the quantitative method by distributing a set of self-administered questionnaires. The structured questionnaire items were built based on previous studies and proved their authenticity and reliability. 400 sets of questionnaires were distributed to respondents to complete this study. The findings revealed that all hypothesised relationships were statistically accepted except the direct relationship between ethnocentrism and actual purchase and the direct relationship between advertising appeal and actual purchase. Even so, perceived quality and price perception fully mediated the relationship between ethnocentrism and actual purchase. The relationship between ethnocentrism and actual purchase became significant with the intervention from perceived quality and price perception. Meanwhile, price perception competitively partially mediated the relationship between advertising appeal and the actual purchase of Proton cars. Price perception changed the negative relationship between advertising appeal and actual purchase into a positive relationship.This study concludes with discussions on the theoretical and practical contributions, study limitations and suggestions for future research.
format	Thesis
qualification_name	other
qualification_level	Doctorate
author	Al Husain, Amin
author_facet	Al Husain, Amin
author_sort	Al Husain, Amin
title	The effect of ethnocentrism, advertising appeal, perceived quality and price perception on actual purchase of proton cars
title_short	The effect of ethnocentrism, advertising appeal, perceived quality and price perception on actual purchase of proton cars
title_full	The effect of ethnocentrism, advertising appeal, perceived quality and price perception on actual purchase of proton cars
title_fullStr	The effect of ethnocentrism, advertising appeal, perceived quality and price perception on actual purchase of proton cars
title_full_unstemmed	The effect of ethnocentrism, advertising appeal, perceived quality and price perception on actual purchase of proton cars
title_sort	effect of ethnocentrism, advertising appeal, perceived quality and price perception on actual purchase of proton cars
granting_institution	Universiti Utara Malaysia
granting_department	Othman Yeop Abdullah Graduate School of Business
publishDate	2020
url	https://etd.uum.edu.my/8601/1/depositpermission_s95000.pdf https://etd.uum.edu.my/8601/2/s95000_01.pdf https://etd.uum.edu.my/8601/3/s95000_references.docx
_version_	1747828421312905216

The effect of ethnocentrism, advertising appeal, perceived quality and price perception on actual purchase of proton cars

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