Perception and preference of consumers toward family cars :: An Indonesian context
WISNUNGKORO, Dr. Prasetyo Soepono, MBA.,MA
2001 | Tesis | Magister Manajemen-
The automobile market in Indonesia is filled by many products. These various products filled the specific needs of market segments. For example, there are markets for commercial cars, personal cars, family cars, and so on. Nonetheless, there are as many ways to form serpents as there are various benefits arid consumer characteristics. This thesis focuses on family cars, which increasingly become a distinctive segment in the overall automobile market. In general, ths thesis intends to find out what perceptions and preferences Indonesian consumers hold toward various new family car brands in year 2000. In scientific form, that intention is expressed in the following research questions: (1) what is the position of each car-make in r-lation to other car-makes involved in this research, as perceived by consumers? (2) whch family cars are preferred to others accordmg to consumers, given the evaluation of certain attributes? Tlus research utilizes perceptual map as its primary tool to answer those questions. There are eight family car brands involved in this research. These cars are: Toyota Kijang, Isuzu Panther, atsubishi Kuda, Kia Carnival, Mazda E2000, Dalhatsu Espass (Neo Zebra), Suzuki Cany (Futura or Grand Real VdGRV), and hlitsubishi T120SS. These cars were selected primarily by criteria of popularity among various subclasses in the middle social-class-the consumer demogayhic segment focused in this research. The author has to omit some really expensive or recent cars, e.g. Mercedes-Benz Viano, 1%' Caravelle, Honda Odyssey, Hyundai Trajet, Kia Carens, because they are beyond the access of the lower middle class, or too new to know enough. Questionnaires were distributed to the respondents to ask their opinions toward these brands. Multidiniensional scaling method is used to ana!yze the collected data. In summary. there are two findings from this research. First, not every family car has distinctive position in the minds of the consumers. Some cars are clustered together in a narrow space. The first cluster includes: hjang. Kuda, and Panther; while the second cluster includes: Espass, Carry, and T120SS. Cars clustered together are judged as very similar to each other by consumers. Carnival and E2OOO are each positioned relatively far from every other car. Second, Kijang emerges as the most preferred family car among most cars involved in the research. Kijang loses only to Carnival in terms of luxuiousnzss, look safety, and comfort; meanwhile it is second only to Panther in term of fuel-economy
Kata Kunci : Persepsi Konsumen,Mobil Keluarga
