IDEAS home Printed from https://ideas.repec.org/a/aes/jetimm/v1y2023i4p27-37.html
   My bibliography  Save this article

Consumer Preferences for Internal Combustion Subcompact Sedan Cars in General Santos City, Philippines

Author

Listed:
  • Evann Keith TABASA

    (University of Mindanao)

  • Marvin CRUZ

    (University of Mindanao)

Abstract

The purpose of this research was to examine the preferences of consumers for subcompact sedan cars in General Santos City, Philippines. This research may provide the car industry significant information as to how consumers process their car buying decisions that will in turn help car manufacturers and car dealerships develop market-driven marketing and sales strategies and tactics. Conjoint experimental research design was used in this study. Primary data were gathered through the use of a survey essentially structured using the orthogonally designed subcompact sedan car profiles that were rated by a total of 455 valid respondents based on their level of preference. Conjoint analysis revealed that consumers in General Santos City most prefer a subcompact sedan car which Price is USD. 16,044.00 (β=0.037), which Engine is 1.5 Liter - 4 Cylinder - 106 HP (β=0.092), which Safety feature is 6-7 SRS Airbags+Speed Sensing Doorlocks (β=0.019), which Fuel Efficiency is More than 12 Kilometers/Liter - City Driving (β=0.145) and which Brand is Honda - City (β=0.400). In addition, consumers place Brand as the most important attribute of a subcompact sedan car with overall relative importance of 43.065%, followed by Engine (18.898%), Price (17.088%), Fuel Efficiency (15.603%) and Safety (5.345%). Overall, majority of the consumers in General Santos City may choose Toyota - Vios as their Subcompact Sedan Car. This study recommends for car manufacturers to further nurture their car brands through advertising and other forms of promotion as consumers have the propensity to choose and purchase a subcompact sedan car primarily because of its brand.

Suggested Citation

  • Evann Keith TABASA & Marvin CRUZ, 2023. "Consumer Preferences for Internal Combustion Subcompact Sedan Cars in General Santos City, Philippines," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(4), pages 27-37, December.
  • Handle: RePEc:aes:jetimm:v:1:y:2023:i:4:p:27-37
    as

    Download full text from publisher

    File URL: https://www.etimm.ase.ro/RePEc/aes/jetimm/2023/JETIMM_V04_2023_86.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. U. Umesh & Sanjay Mishra, 1990. "A Monte Carlo investigation of conjoint analysis index-of-fit: Goodness of fit, significance and power," Psychometrika, Springer;The Psychometric Society, vol. 55(1), pages 33-44, March.
    2. Hunt Allcott & Christopher Knittel, 2019. "Are Consumers Poorly Informed about Fuel Economy? Evidence from Two Experiments," American Economic Journal: Economic Policy, American Economic Association, vol. 11(1), pages 1-37, February.
    3. Green, Paul E & Srinivasan, V, 1978. "Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 5(2), pages 103-123, Se.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Teichert, Thorsten Andreas, 1997. "A model of ranked conjoint-data and implications for evaluation," Manuskripte aus den Instituten für Betriebswirtschaftslehre der Universität Kiel 461, Christian-Albrechts-Universität zu Kiel, Institut für Betriebswirtschaftslehre.
    2. John R. Hauser & Steven M. Shugan, 2008. "Defensive Marketing Strategies," Marketing Science, INFORMS, vol. 27(1), pages 88-110, 01-02.
    3. Winfried Steiner & Harald Hruschka, 2002. "A Probabilistic One-Step Approach to the Optimal Product Line Design Problem Using Conjoint and Cost Data," Review of Marketing Science Working Papers 1-4-1003, Berkeley Electronic Press.
    4. Ohlwein, Martin, 2022. "Same but different - The effect of the unit of measure on the valuation of a unit price," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    5. Merja Halme & Kari Linden & Kimmo Kääriä, 2009. "Patients’ Preferences for Generic and Branded Over-the-Counter Medicines," The Patient: Patient-Centered Outcomes Research, Springer;International Academy of Health Preference Research, vol. 2(4), pages 243-255, December.
    6. Jinsung Kim & Minseok Kim & Sehyeuk Im & Donghyun Choi, 2021. "Competitiveness of E Commerce Firms through ESG Logistics," Sustainability, MDPI, vol. 13(20), pages 1-15, October.
    7. Dufhues, T. & Buchenrieder, G., 2004. "Der Beitrag der Conjoint Analyse zur nachfrageorintierten Entwicklung des ländlichen Finanzsektors in Vietnam," Proceedings “Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.”, German Association of Agricultural Economists (GEWISOLA), vol. 39.
    8. Bonan, Jacopo & Cattaneo, Cristina & D'Adda, Giovanna & Tavoni, Massimo, 2023. "Daily Temperature and Sales of Energy-using Durables," RFF Working Paper Series 23-43, Resources for the Future.
    9. Martinovici, A., 2019. "Revealing attention - how eye movements predict brand choice and moment of choice," Other publications TiSEM 7dca38a5-9f78-4aee-bd81-c, Tilburg University, School of Economics and Management.
    10. James Agarwal & Wayne DeSarbo & Naresh K. Malhotra & Vithala Rao, 2015. "An Interdisciplinary Review of Research in Conjoint Analysis: Recent Developments and Directions for Future Research," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 2(1), pages 19-40, March.
    11. Minho Seo & Seiyong Kim, 2021. "A Comparative Evaluation of Utility Value Based on User Preferences for Urban Streets: The Case of Seoul, Korea," Sustainability, MDPI, vol. 13(9), pages 1-15, April.
    12. He, Junnan & Calder, Bobby J., 2020. "The experimental evaluation of brand strength and brand value," Journal of Business Research, Elsevier, vol. 115(C), pages 194-202.
    13. Beattie, Graham & Ding, Iza & La Nauze, Andrea, 2022. "Is there an energy efficiency gap in China? Evidence from an information experiment," Journal of Environmental Economics and Management, Elsevier, vol. 115(C).
    14. Mahesh Balan U & Saji K. Mathew, 2021. "Personalize, Summarize or Let them Read? A Study on Online Word of Mouth Strategies and Consumer Decision Process," Information Systems Frontiers, Springer, vol. 23(3), pages 627-647, June.
    15. Shin, Jungwoo & Hwang, Won-Sik, 2017. "Consumer preference and willingness to pay for a renewable fuel standard (RFS) policy: Focusing on ex-ante market analysis and segmentation," Energy Policy, Elsevier, vol. 106(C), pages 32-40.
    16. Ansari, A. & Economides, N. & Steckel, J., 1996. "The Max-Min-Min Principle of product Differentiation," Working Papers 96-10, New York University, Leonard N. Stern School of Business, Department of Economics.
    17. Kenneth T. Gillingham & Sébastien Houde & Arthur A. van Benthem, 2021. "Consumer Myopia in Vehicle Purchases: Evidence from a Natural Experiment," American Economic Journal: Economic Policy, American Economic Association, vol. 13(3), pages 207-238, August.
    18. Haaijer, Marinus E., 1996. "Predictions in conjoint choice experiments : the x-factor probit model," Research Report 96B22, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    19. Stefan Lamp, 2023. "Sunspots That Matter: The Effect of Weather on Solar Technology Adoption," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 84(4), pages 1179-1219, April.
    20. Ha, Jinkyung, 2018. "Consumer valuation of Fintech: The case of Mobile Payment in Korea," 22nd ITS Biennial Conference, Seoul 2018. Beyond the boundaries: Challenges for business, policy and society 190341, International Telecommunications Society (ITS).

    More about this item

    Keywords

    Subcompact sedan cars; preferences; conjoint analysis; simulated market shares.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aes:jetimm:v:1:y:2023:i:4:p:27-37. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lucian Onisor (email available below). General contact details of provider: https://edirc.repec.org/data/aseeero.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.