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The evaluation of brand attitude towards micro car in Jakarta, Indonesia (case study of Smart)

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The micro car in this study, Smart fortwo, has been in the Indonesian market since 2010. The consumers? attitude towards this car is assumed to be positive before the management decided to launch the vehicles to the Indonesian market. However, until now, the sales performance does not meet the expectation. The main purpose of this research paper is to evaluate the customers? brand attitude towards the micro car in Jakarta, Indonesia. There are several factors are chosen to be observed in this study: brand name, price, country of origin, design, fuel economy, and latest technology. This study will evaluate these factors towards the brand attitude. The study is based on quantitative data of 100 respondents in Jakarta, who are the representatives of target market of Smart fortwo. Statistical inference method was adopted to analyze the data from the questionnaires. The data analysis also uses the method of multiple linear regression, F-test, and t-Test. The result shows that some of the factors which influence the brand attitude and shows the most important ones on the consumers? product evaluation towards micro car.

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Availability

B01413

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Available

Detail Information

Series Title

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Call Number

1413

Publisher

: Swiss German University., 2013

Collation

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Language

English

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Classification

NONE

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Edition

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Subject(s)

IBA

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