Key Factors Influencing Automobile Purchase Behavior Among Consumers in Malaysia

This study investigates the key factors influencing automobile purchase behavior among Malaysian consumers in the context of the ASEAN Free Trade Area (AFTA) and the ASEAN Trade in Goods Agreement (ATIGA). Using Pearson’s correlation and multiple regression analyses on data collected from Malaysia's most populous regions, the research highlights the dominant role of psychological and personal factors in shaping consumer decisions, with social and cultural factors also exerting significant influence. Notably, the preference for national cars, driven by affordability and lower ownership costs, underscores the critical impact of economic conditions on consumer behavior. These findings provide valuable insights for automakers, suggesting that marketing strategies should prioritize consumer needs and economic realities. The study also acknowledges its limitations, such as geographic and demographic constraints, and suggests that future research expand the scope to include additional regions and consumer segments. Overall, this research enhances the understanding of environmental factors in the Malaysian automobile market, offering actionable strategies for industry stakeholders.