Authors : Cheng Wei Hin, Filzah Md Isa, Hoe Chee Hee and Liang Siak Swee
Abstract: The study examined the relevance of the concept of Country of Origin (COO) in purchasing intention of cars among international students in Malaysia. A number of 176 international students who are studying in a public university were asked to complete a self-administered questionnaire. The students were also asked to rank the quality of cars made in Malaysia compared to nine other countries. The results showed that the concept of Country of Origin (COO) is still very much relevant among these international students in their purchasing intention of cars. In terms of quality, cars made in developed countries were highly ranked by the students while cars made in developing countries like Malaysia where given a low ranking. It is therefore, interesting yet important to examine the factors which influenced the perception of international students in purchasing Malaysian cars. Priority on local brand cars are low as compared to others global automobile brand. The findings is important for car manufacturers in Malaysia to re-think and re-strategize their marketing efforts and brand image of their products.
Cheng Wei Hin, Filzah Md Isa, Hoe Chee Hee and Liang Siak Swee, 2013. A Study of Foreign Students of Country of Origin and Perception Towards Locally Made Malaysian Cars. International Business Management, 7: 38-45.