Consumer Preferences for Internal Combustion Subcompact Sedan Cars in General Santos City, Philippines

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Consumer Preferences for Internal Combustion Subcompact Sedan Cars in General Santos City, Philippines

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Evann Keith TABASA / Marvin CRUZ

The purpose of this research was to examine the preferences of consumers for subcompact sedan cars in General Santos City, Philippines. This research may provide the car industry significant information as to how consumers process their car buying decisions that will in turn help car manufacturers and car dealerships develop market-driven marketing and sales strategies and tactics. Conjoint experimental research design was used in this study. Primary data were gathered through the use of a survey essentially structured using the orthogonally designed subcompact sedan car profiles that were rated by a total of 455 valid respondents based on their level of preference. Conjoint analysis revealed that consumers in General Santos City most prefer a subcompact sedan car which Price is USD. 16,044.00 (β=0.037), which Engine is 1.5 Liter - 4 Cylinder - 106 HP (β=0.092), which Safety feature is 6-7 SRS Airbags+Speed Sensing Doorlocks (β=0.019), which Fuel Efficiency is More than 12 Kilometers/Liter - City Driving (β=0.145) and which Brand is Honda - City (β=0.400). In addition, consumers place Brand as the most important attribute of a subcompact sedan car with overall relative importance of 43.065%, followed by Engine (18.898%), Price (17.088%), Fuel Efficiency (15.603%) and Safety (5.345%). Overall, majority of the consumers in General Santos City may choose Toyota - Vios as their Subcompact Sedan Car. This study recommends for car manufacturers to further nurture their car brands through advertising and other forms of promotion as consumers have the propensity to choose and purchase a subcompact sedan car primarily because of its brand.