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The impact of current economic condition on consumer buying behavior (case study of PT. Mercedes-Benz Indonesia)

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Mercedes-Benz, the world's leading premium car brand has been the market leader in Indonesia for many years. In order to maintain the success it currently has, it needs to adapt to both changes in the market trends, as well as to fully understand its customers. The main purpose of this paper is to identify the consumer characteristics and correlate them with the type of Mercedes-Benz sedans to test for their significance. After the significant variables are obtained, they will then be used as a benchmark for the regression model.rnThis research also examines the consumer behaviour of Mercedes-Benz sedans before and during the global financial crisis hit the automotive industry in Indonesia. Run Chart and paired sample t-test are used to identify any statistically significant patterns in the behaviour. Surprisingly, even though global financial crisis emerges and the purchasing power is declining, sales of Mercedes-Benz sedans increase.

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Availability

B00564

(wh)

Available

Detail Information

Series Title

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Call Number

564

Publisher

: Swiss German University., 2009

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

IBA

Specific Detail Info

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Statement of Responsibility

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