INFLUENCE OF LOW COST GREEN CAR ATTRIBUTES ON CONSUMER PURCHASE
In 2013 Indonesia government start to regulating and supporting domestic car production. Regulation on the low cost green car (LCGC) has issued by the ministry of industry Indonesia as mentioned in the minister of industry regulation (Ministry of Industry, 2013). LCGC success launched and grew with...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/35854 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | In 2013 Indonesia government start to regulating and supporting domestic car production. Regulation on the low cost green car (LCGC) has issued by the ministry of industry Indonesia as mentioned in the minister of industry regulation (Ministry of Industry, 2013). LCGC success launched and grew with status the cheapest car compared with another segment. The issue come is when Non LCGC product is improve their attribute such as technology, feature, design interior or exteriors to full fill needs of customer. LCGC product has limited budget condition, therefore it is difficult to maximize each vehicle attribute. With that condition, it is necessary to do a research to understand what the significant attribute in LCGC product for customer to create proportional value of LCGC product especially for DATSUN product.
Methodology on this research is refer to marketing research framework theory (Maholtra, 2010). The first is defining the problem and developing and approaching to the problem. Discrete choice model method is utilized to understand and predict a decision maker’s choice of one discrete alternative from a choice set (Train, 2009). After we obtain the filled questioner from respondents will be proceed with multinomial logit (MNL) modeling techniques using python-Biogeme (Bierlaire, 2016) to find the significant attribute and then do the simulation to find the demand elasticities of each attribute.
The significant attribute for LCGC is defined by T-test value with condition body shape (17.47), exteriors design (8.89), and features (4.44). Body shape is almost becomes elastic attribute with value maximum 0. 96. The product strategy is required especially focused on the significant attribute to gain a new customer. First is to evaluate and prioritize the significant attribute is improved on existing product and new product. Also created maps new product on the beginning until recycle or refreshment of DATSUN product.
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