ANALYSIS ON BUYERS AND CONSUMERS’ PERSONA ON BUYING PREFERENCES TOWARDS LCGC CARS

• Main Author: Kirana, Lorenza
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41028
• Institution: Institut Teknologi Bandung

There is a clear trend of LCGC vehicle from 2014 to 2020, LCGC is predicted to seize MPV market share. MPV, being the most adaptive car of all had earned the largest market share for its functionality but had been recently overshadowed by the new trend and demand of LCGC cars. Customers are now driven more to LCGC variants. Seeing the difference and shifting in trend of vehicle purchase and ownership from time to time, automobile companies undoubtedly re-develop its product to stay relevant in today’s trend and market, which brings us to the next branch, the customer. Marketeers, product creator, and practitioner in the automotive industry will need to study customers’ purchase intention in order to drive sales into this emerging giant segment. Hence, the author had conducted quantitative analysis on LCGC car purchase intention to 240 sample in Jakarta to find out which variable drives purchase intention in LCGC car purchase. In the end, utilitarian value holds the highest promise by contributing the highest value towards purchase intention for general products. However, when broken down, different age groups have different preference. Age group 17 – 24 years old up hold hedonic value the highest for purchase intention, age group 25 – 38 years old up holds utilitarian value the highest for purchase intention. Interestingly, age group beyond 38 years old is not driven by utilitarian and hedonic value for purchase intention