Car Safety Rating and Consumer Decision Making: with Respect to ASEAN NCAP

Abstract

Emerging as one of the developing regions in automotive industry, countries in the Southeast Asia region are experiencing growth at a variable rate and the personal passenger cars' ownership is also increasing at a fast pace. In vision to elevate the degree of motor vehicle safety standards in the region, New Car Assessment Program for Southeast Asian Countries (ASEAN NCAP) was established. Nevertheless, the perception of consumers on safer cars is hardly understood due to lack of studies. Thus, this study aims to identify which criteria play a significant role in choosing specific cars as well as ascertaining whether and to what extent safety is an actual consideration. Apart from that, this study also aims to determine whether the consumers aware what ASEAN NCAP is and identify whether the ASEAN NCAP information will influence their purchasing decisions. By using self-administered questionnaires, information pertaining car purchasing decision, awareness of ASEAN NCAP and demographic profiles were obtained from 653 car owners in Klang Valley, Malaysia. The findings obtained from this study are important for policy makers, manufacturers and other stakeholders to assist in setting priorities with regard to the promotion of car safety in the country.



Author Information
Mohd Hafzi Md Isa, Malaysian Institute of Road Safety Research, Malaysia
Zulhaidi Mohd Jawi, Malaysian Institute of Road Safety Research, Malaysia 
Khairudin Rahman, Malaysian Institute of Road Safety Research, Malaysia 
Noradrenalina Isah, Malaysian Institute of Road Safety Research, Malaysia
Nor Fadilah Soid, Malaysian Institute of Road Safety Research, Malaysia
Khairil Anwar Abu Kassim, Malaysian Institute of Road Safety Research, Malaysia
Norlen Mohamed, Malaysian Institute of Road Safety Research, Malaysia

Paper Information
Conference: ACP2014
Stream: Psychology

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