A consumer decision making model in automobile industry - Case study of pick -up truck market in Ho Chi Minh city, Viet nam
Nhan, Ho Vu Thanh
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The automotive industry is a key field that combines innovation, creativity, science, technology, ideas that bring dynamism to the economy, society and nations. According to Autotrader, new generation pickup trucks can be integrated into a family vehicle as it is equipped with features that are available for work as well as optimal comfort for long trips. The use of pickup trucks in Vietnam is becoming a trend with increasing demand. Pick up today is not only used to carry light goods but also cater to the needs of individuals and families. However, there are many brands have been developing with the name from Ford Ranger, Mitsubishi Triton, Chevrolet Colorado, Toyota Hilux, Mazda BT- 50, Nissan Navara, Izusu Dmax, which make customers confuse to select a suitable model. It would be noticed that the precise procedure for the Analytic Hierarchy Process (AHP) would be thorough with the integration of applying some computer programs, especially Expert Choice 11, Microsoft Excel, and the other support software. Many studies econometrically estimate car choices as a function of price, brand, usage purpose, consumer characteristics (such as income, family size and age) and vehicle attributes (such as the power of car and fuel economy). After estimation, these models are often used to examine consumer purchasing decisions influenced by vehicle marginal changes or individual characteristics. The analyzed data would be interpreted and represented for reaching to the findings and expected outcomes that would be reported on the last chapter of the research paper encompassing all the conclusions and recommendations revealed as the expect outcomes and implications of this research paper in accordance with the principal objective of the study regarding the formulation and implementation of a consumer Multiple-Criteria Decision-Making (MCDM) model in automobile industry within the case study of purchase decision on purchasing a pickup truck in Ho Chi Minh City under the integrated approach of the conceptual and theoretical concepts of the consumer purchase decision making models and the prominent model of the Multiple Criteria Decision Analysis (MCDA) and the Analytic Hierarchy Process (AHP).