The Influence of Marketing Mix Factors on Consumer's Purchase Intention Toward Hybrid Car in Johor Bahru

被引：1

作者：

Leng, Kooi Chung ^{[1
]}

Chin, Thoo Ai ^{[1
]}

机构：

[1] Univ Teknol Malaysia, Fac Management, Skudai 81310, Johor Bahru, Malaysia

来源：

ADVANCED SCIENCE LETTERS | 2017年 / 23卷 / 09期

关键词：

Hybrid Car; Johor Bahru; Marketing Mix Factors; Purchase Intention;

D O I：

10.1166/asl.2017.10034

中图分类号：

O [数理科学和化学]; P [天文学、地球科学]; Q [生物科学]; N [自然科学总论];

学科分类号：

07 ; 0710 ; 09 ;

摘要：

Johor Bahru continues to face environmental problems caused by rapid development and urbanization. The environmental issues have induced automotive industries to produce more environmental friendly cars that will reduce the damage to the environment. Consumers have raised concerns about environmental problems and are willing to exhibit green products buying behaviour. The objective of this study is to explore the influence of marketing mix factors on consumer's hybrid car purchase intention in Johor Bahru. Amos version 18.0 and SPSS version 20.0 will be used for analysis the data information. Four hundred of respondents will be selected to fill the questionnaire. The finding of this study provided empirical results to academician and vehicle dealer in the field of hybrid car purchase intention in Johor Bahru.

引用

页码：9115 / 9116

页数：2

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