Factors Affecting Consumers Buying Behaviour Of Locally Manufactured Cars Vs Imported Cars (in The Case Of Locally Manufactured Lifan And Imported Toyota Brand)

Every customer has its own buying behavior. Customers consider certain attributes before purchasing a product. The objective of this study was to identify factors affecting consumers buying decision of locally manufactured vs. imported cars. The study used Howard-Sheth model (Country of origin, Perceived quality, Internal and External Factors, Emotional value) and product match up hypothesis to formulate the conceptual framework. It followed explanatory research design and applied a quantitative type of research approach to collect the necessary data. From the 385 distributed questionnaires, 345 valid responses were collected from both customers and not customers of Lifan motors. The data were analysed using descriptive statistical analysis (mean, standard deviation) and inferential statistical analysis like correlation and multiple regressions. The result of the survey reveals that country of origin, perceived quality, internal and external factors and emotional value have a positive impact on consumers’ buying decision

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