The Final Paper.Methres.The Comparative Study on the Image and Perception.docx

School of Management and Information Technology

Career Development Program

A Comparative Study on the Image and Perception between Hyundai and Toyota Cars among Business Executives in Metro

Manila(A Business Research Study)

In Partial fulfillment for the Requirement in METHRES Class

Submitted byKo, David, Mendoza, Rodolfo, Jr., Tonda, Jorge

Submitted to:

Professor Zenaida De Guzman

April 13, 2013

ContentsI.

A Comparative Study on the Image and Perception between Hyundai and Toyota Cars among Business Executives in Metro Manila

CHAPTER 1...........................................................................................................................5

INTRODUCTION..........................................................................................................5

Statement of the Problem:..............................................................................................6

Objectives:..............................................................................................................................7

General Objective:..........................................................................................................7

Specific Objectives:........................................................................................................7

Hypothesis:.....................................................................................................................7

Scope and Limitations of the Study:...............................................................................8

Significance of the Study:...............................................................................................9

Definition of Variables:................................................................................................10

Chapter 2...............................................................................................................................12

REVIEW OF RELATED LITERATURE....................................................................12

Chapter 3...............................................................................................................................20

METHODOLOGY.......................................................................................................20

Research Design:..........................................................................................................20

Research Location:.......................................................................................................21

Sampling Technique:....................................................................................................21

Research Respondents:.................................................................................................22

Sampling Technique:....................................................................................................23

Research Instruments:...................................................................................................24

Research Tool for Data Handling and Analysis:..........................................................25

Chapter 4...............................................................................................................................26

RESULTS.....................................................................................................................26

Text 1:...........................................................................................................................26

Text2.............................................................................................................................27

Text3.............................................................................................................................28

Text8.............................................................................................................................34

Text 9............................................................................................................................36

Text 10..........................................................................................................................37

Text 11..........................................................................................................................39

Text 12..........................................................................................................................41

Text 13..........................................................................................................................42

Text14...........................................................................................................................44

Text16...........................................................................................................................47

Text 16.B......................................................................................................................47

Text 17 a.......................................................................................................................49

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Text 17 B......................................................................................................................51

Text 18..........................................................................................................................52

Text 19..........................................................................................................................54

Text 20..........................................................................................................................57

Text 21..........................................................................................................................59

Results from the study is reflected in the table below..........................................................63

Reliability Test..............................................................................................................63

Hypothesis Testing.......................................................................................................64

Managerial Implications...............................................................................................71

Chapter 5...............................................................................................................................73

CONCLUSION AND RECOMMENDATION...........................................................73

REFERENCES.....................................................................................................................76

4


CHAPTER 1

INTRODUCTION

In the Philippines, when you look at the street or ask

anyone about cars, the brand Toyota will never be forgotten. It comes

top of mind or among the top 3 famous brands. Like anywhere in the

world, the popularity of this brand has translated into a bigger market

share surpassing the sales of the Detroit’s Big Three. But this was never

the case when the Filipino car buyers have a tremendous likeness and

had only the brands from General Motors, Ford and Chevrolet to choose

from. The car companies from Japan had seriously created ways to learn

their market. They were able to established a product development

system that was the extreme opposite of what used by the former car

manufacturers. They listen to the consumers’ needs and insights. They

don’t just produce and sell these cars to their buyers, but they tried to

cater to what their customers want. Here, marketing a product or brand

now is more consumers oriented.

It is of the same analogy that this research is to be

conducted. The importance of determining and measuring the

customers perception towards a brand is as synonymous as creating a

quality brand, at least in the mind of your target market. As Philip

Kothler on his book Marketing Management (2012) wrote, “Customers

often do not judge values and costs accurately or objectively, rather

they act based upon their perceived value of the product. Therefore,

marketers should work hard to attract and retain customers by offering

the highest customer-perceived value”.

5


Market Research on the determination of the affect,

cognitive and the other environmental factors surrounding the consumer

and how these interact with one another reflects or results to the

decision making for purchasing or being loyal to a brand; should help

marketers and companies to how they need to develop their brand. The

concept of consumer attitude and behaviour varies with time and

demographical differences. Hence, successful companies frequently

conduct research about their product/s and their customers. This is a

non-commissioned market research on the brand comparison in terms of

image and performance between the Japanese’s Toyota and Korean’s

Hyundai car brands in the perception of business executives in the

National Capital Region as car owners and users.

Statement of the Problem:

1. What are the perception of the business executives in NCR as

car owners and users between Toyota and Hyundai cars in

terms of brand image and performance?

2. Would a conceived favourable brand perception equate to a

higher sales or market share? (How does consumer perception

of the brand affect the marketability/ preference or choice of

their brands in their purchase of cars?)

6


Objectives:

General Objective:

To conduct a market survey on the perception of

business executives in Metro Manila between Toyota and

Hyundai car brands according to brand image and brand

performance.

Specific Objectives:

To identify the factors differentiating the brands in terms

of image and performance between Toyota and Hyundai

cars in the perception of Metro Manila’s business

executives as car owners and users.

To determine the correlation of these factors in the

marketability/brand preference of the two brands.

To collect information on brand awareness, brand

satisfaction and brand market share for both Toyota and

Hyundai car brands

Hypothesis:

1. Business executives in Metro Manila perceive both Toyota and

Hyundai car brands with equal brand image and brand

performance.

2. The image perception of the brand is correlated with the

market sales of the brand. Whereas, Image perception refers

7


to the Brands Awareness, and Brands Perceive Performance.

Thus,

A. That the brand awareness is correlated or affects the

brands market sales. ( The awareness on both brands

Toyota and Hyundai affect its product sales)

B. That the brands perceived performance is correlated or

affects the brands market sales. (The perceived brand

performances of Toyota and Hyundai affect their product

sales).

Scope and Limitations of the Study:

The study focused mainly on the behavioural

reactions of respondents regarding the image and the perceived

performance of Japanese and Korean cars, specifically of

Japanese’s Toyota cars and Korean’s Hyundai cars.

Measuring such behaviour was undertaken through a

random sampling survey conducted right after the formulation of the

well conceptualized questionnaire. The samples have 30 respondents all

residing or working (business location) within the boundaries of the

cities encompassing the National Capital Region (Metro Manila).

It covered the perceptions of a particular market segment

which is the local business executives in today’s time frame and

solicited their experiences and reactions about their own car or

knowledge about cars for the last three years. It only tackled consumers’

brand awareness on cars, preferences, and satisfaction in terms of the

8


product and services offered by major cars in the Philippines esp. Toyota

and Hyundai.

In totality, this research was limited only within Metro

Manila business executives and was more a study of the consumer

perceptions rather than actual market scenario. Business executives as

respondents were limited to managerial to top management positions. It

was only about their perceptions and experiences related to their

personal car and not on any company sponsored car.

Significance of the Study:

For Metro Manila households at least for the average

and above average families, buying car is a necessity otherwise for

some it’s a major decision either as a basic commodity or as a luxury.

The significance of this study is for both to the end consumer and to the

car manufacturer/distributor.

First, on the part of the consumers, the current owners

and the intenders (those who intends to purchase a car in the

immediate future), this research would provide them some insights on

how car owners just like them perceived cars in view of the brand

image and performance, focusing more on the two current and most

saleable cars in the country today, Toyota and Hyundai. Specifically,

intenders may opt to use these insights for their purchase or next

purchase of their own car.

For the car manufacturers and distributors of cars

especially in this country, this research is an implementation of the

9


basic analysis of knowing your market and identifying the needs and

wants of your target market. Consumer behavior is an important

element as part of the internal/operational environment of a brand. A

research like this would serve as guidelines for building or creating

products in line with the target market’s demand. It is significant also

that having the business executives as respondents to this research for

it gives the car manufacturers and distributors information about this

particular segment of their market; information that may be use for

their promotion and marketing strategy.

Definition of Variables:

Brand Image- is a set of beliefs held about a specific brand.

(Meaning and Concept of Brand Image.

2013, April 13).

- these are symbols and representations that are created in

the minds of the consumers/customers describing the brand

(product/service) of which relative to the information and

expectation they may have regarding the specified brand.(ex.

Toyota cars are generally “affordable” car. But Prius of Toyota is a

luxury car). Brand Image in this case refers to brand

awareness/top of mind brand association, price sensitivity, brand

value perception, and brand relevance/emotional attachment to a

brand.

10


Brand Performance- is a brand metrics that captures the strength or

weakness of a brand.

- is a measure of the brands quality and

perceived benefits for the consumers/customers (Reliability,

Durability, Easy Maintenance, Fuel efficiency).

Marketability – is a measure of whether a product will appeal to

buyers and sell at a certain price range to generate a profit (Chris

Newton, Demand Media, Chron.com; uploaded 2013).

- Simply means, that the brand is saleable or not, whether

the brand can be easily sold in the market in a price that

earns high profit.

- Here, marketability refers to the brands market share

under a specific market segment.

Brand Preference- refers to the consumer/customer’s activities of

choosing one’s brand over the other brands. A brand with high

preference means that the brand is first in the share of mind (top

of mind, awareness), share of heart (in terms of relevance and

emotional attachment), and share of pocket (the brand is the first

choice in actual purchase).

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Chapter 2

REVIEW OF RELATED LITERATURE

The Beginning

The car industry in the Philippines begun during the

American colonial period from 1898-1946; when only American made

automobiles were sold in this country. Brands like Ford, Opel, and Mazda

were among the popular brands sold then among the few elites who can

afford to buy cars; until the change in political scenario took place.

Martial Law was declared by then President Ferdinand Marcos. The

eventualities of the Oil Crisis in 1973, enforces his decision to advise

Filipinos only to buy smaller, more efficient vehicles with four cylinders.

(Cars of the Philippines -Wikipedia, the free encyclopedia. (n.d).This

policy forced to lead some vehicle manufacturers to withdraw from the

Philippines, but also have encouraged some car manufacturers to enter

the local car market. Brands like Mitsubishi, Toyota, Nissan, and Honda

are some of these brands. Take note that it is during this time when

Japanese cars over take car manufacturing and distribution leadership

from the American car manufacturers, also known as the Detroit’s Big

Three (MAYNARD, M. (2013, April 13).

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Toyota specifically has the biggest market share not only

in the Philippines but has taken market leadership worldwide. (Dawson,

C.); retrieved, March 17, 2013).

Hyundai entered the Philippine market via grey imports (via

Starex and Grace Vans), and almost a decade after Kia has distributed its

familiar Kia Pride and Pregio van. Since 1998, it has become the leading

Korean car make and the fastest growing car brand in the country today.

(Hyundai Motor Company - Wikipedia, the free encyclopedia. (n.d).

The Market Perspectives:

The popularity of these two Asian car brands can be

attributed because of the following factors; quality, safety, value for

money, performance, design/style both exterior and interior, technology

innovation and environmentally friendly/green.

(Car Brand Perception Survey: Consumers name their top 20 brands.

(2013, April 13). All these factors are translated as the consumers’

perception of the brand. These perceived quality, perceived safety,

perceived value, perceived performance and other perceived good

attributes are important to the development of the brand’s image. As

the conclusion of Md. Enayet Hossain, on his research “An Evaluation of

Brands Image, Product Attributes and Perceived Quality of a Selected

Consumer Non-durable Product”, 2007 ,that there is a strong

relationship between brand image and brand preference. The brand with

a higher image generated significantly greater preference. The higher

13


levels of brand preference to brand acceptability will in fact yield

substantially greater market share.

Accordingly, in the same car brand perception survey by

the Consumer Reports National Research Centre early this year, 2013,

Toyota scores number 1 in the all combine 7 consumer perception

factors, and 15th for Hyundai. Moreover, the survey also ranks these

according to consumers’ list of priorities in buying for their brand of car.

On top are the quality and safety factors followed by value and

performance, design, technology and then environmental aspects.

Women respondents gave significant importance to almost every

factor than men except that men prioritize design/style as a purchase

decision factor than women. (Car Brand Perception Survey | Best Car

Brands - Consumer Reports. (2013, April 13). In the Philippines, a survey

on face book page among Filipino car owners published by Vernon

Sarne, in Top Gear, May 2,2012 resulted 1241 responses with Toyota

following 2nd after Honda as brand with the highest perceived quality,

and Hyundai at 6th place. The author however reiterates that high quality

perception won’t always elicit good sales result. That product quality is

only one factor in the purchase decision making of a brand. It may be

that the brand rank high in quality perception but place low in sales of

car. Other of the factors then has to be considered.

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What the actual sales are saying.

Moreover, secondary data provides this research

information regarding the documented sales of cars in the Philippines

from the year 2009 to 2010. The report was from records posted by the

Chamber of Automotive Manufacturers in the Philippines, Inc. (CAMPI).

Notably, it shows that Toyota remains the leader in the car

sales count having years of consecutive top sales performances from

year 2009 to 2010.

The Japanese car maker was able to sold 56,855 units in 2010, 18.8%

more from its sales in 2009 which was 46,193 units. The report said,

Toyota had 33.7% of the total Philippine market for car sales.

On the other hand, Hyundai has almost doubled its previous

sales from 11,086 units in 2009 to 20,172 units in 2010 securing its 3rd

place in the car sales performance ranking in the Philippines only after

another Japanese car manufacturer, Mitsubishi.

Top seller ships for Toyota Motors Philippines according to

this report were due to high sales for the brands Vios and Innova, while

for the Korean brand Hyundai were Tucson, Grand Starex and Sta Fe.

The Philippine car industry has managed to sell a total of

168,490 units in 2010, higher than of the annual sales made in 2009.

The highest ever; (although a little short from the projected sales set by

the organization of 170,000 units), since 1996 when CAMPI sets a record

of having sold 162,000 units.

15


Availability of more units and access to financing were the source of

attribution for these high car sales in 2010, according to the car

manufacturing association, CAMPI.

Comparative Sales of the Top Car Manufacturers in the Philippines (2009-2010)

2010 ranking

Car company January to December

2010

January to December

2009

December 2010

December 2009

1 Toyota Motor Philippines

56,855 46,193 5,623 4,900

2 Mitsubishi Motors Philippines

32,422 23,247 3,085 2,432

3 Hyundai Asia Resources

20,172 11,086 2,016 901

4 Honda Cars Philippines

16,604 17,168 1,242 1,330

5 Isuzu Philippines 10,695 9,213 1,062 1,199

6 Ford Motor Co. Philippines (+Mazda)

9,751 8,184 1,072 1,072

7 Universal Motors 6,065 5,071 453 452

8 Columbian Auto car 5,566 3,761 320 343

9 Suzuki Philippines 3,735 2,627 260 287

10 Nissan Motor Philippines

2,626 2,395 280 272

11 The Covenant Car Co.

Data unavailable

Data unavailable

Data unavailable

Data unavailable

12 CATS Motors 900 Data unavailable

63 Data unavailable

13 Pilipinas Hino 830 508 142 138

14 Asian Carmakers 664 626 42 76

15 PGA Cars 455 262 14 22

16 Scandinavian Motors

Data unavailable

Data unavailable

Data unavailable

Data unavailable

17 Focus Ventures Data unavailable

Data unavailable

Data unavailable

Data unavailable

18 Dreamco 165 151 15 16

16


19 MAN Automotive 144 21 73 0

20 Columbian Motors 11 356 3 32

Source: Chamber of Automotive Industry, Truck Manufacturers Association and Hyundai Asia Resources

More Surveys and Sales Records

Many surveys about brand perception and brand awareness can be

read all over. One of this is the survey conducted by the Consumer

Reports National Research Center (2008). It has collected opinions of

new car buyers presenting the categories which played importance on

their buying decision making.

The summary of this report is this: Top 5 Brands in order of Category

1. Safety 2. QualityBrand Percent

Volvo 77%

Toyota 21

Subaru 18

Ford 17

Honda 17

Brand Percent

Toyota 33%

Honda 24

Lexus 23

Mercedes-Benz

19

Chevrolet 17

3.Value 4. PerformanceBrand Percent

Honda 30%

Saturn 24

Toyota 24

Kia 23

Ford 20

Brand Percent

BMW 28%

Porsche 25

Chevrolet 21

Toyota 20

Honda 20

5. Environmental friendly/green

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Brand Percent

Toyota 49%

Honda 26

Ford 16

Chevrolet 11

GMC 11

In this graphs, it shows how the Philippine car industry has seen growth

over the last few years. It also shows how industry experts forecast

growth in the next few years. Accordingly, it is expected to increase

onwards 2015.(www.focus2move.com)

The Business Executives:

According to a site, I Seek Career,” business executives

run companies or government agencies. They create plans to help their

18

http://www.focus2move.com/


organizations grow.” (Business Executives. (2013, April 13). ISEEK). Here

the person of such stature is described as being a decision maker. He

may be covering one of the jobs as the company’s chief executive

officer, department store manager, or small business operator

(Executive Director, President, EVP). In other words, he/she is the one

who’s in charge of their organization. The impact of this character trait

to consumer behavior factor in purchase of a car is that this kind of

consumer generally decides on the basis of understanding the equation

of things. One who weights what is to be given and what would be

achieve or receive. So it is important then for the marketers or for the

manager of the car brand to clearly see the benefits if s/ he is to buy

the brand, The capacity to decide for the car purchase may be of similar

process/undertaking when that business executives decides for his/her

company, that decision making is greatly of his/hers.

In terms of educational background and training, the site

also has these descriptions of a business executive. One who has

bachelor’s degree or higher and has significant years of working

experience. The effect of this knowing the education is a way of

segmenting our target market. Having such information, marketers

would know how to leverage in promoting or sending the message to

this market in selling the brand. Moreover, age bracket for this segment

is between 30’s to 50”s. Hence, the personalities and likes and dislikes

vary compare to other jobs.

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Lastly, business executives in general receive $77.00/hr

(Business Executives. (2013, April 13). ISEEK) or about Php50, 000.00 to

Php300, 000.00 per month on an average salary (NSCB).

Chapter 3

METHODOLOGY

This chapter discusses the type of research methodology

adapted for this particular research. It describes what type of research

design was used, what techniques were carried out for the data

gathering, and how sample or selection of subjects/ respondents’

performed.

Research Design:

This research is an applied research via descriptive-

comparative, co- relational research analysis. Its primary objective is to

gain knowledge and understanding of the consumer behavior

specifically of the selected respondents, the business executives by way

of measuring their perceptions on the comparative car brands Toyota

and Hyundai; describing their nature/unique characteristics and their

responses on issues of brand image, performance and satisfaction and

how these perceived values correlate to their choice of brand or brand

preferences as evident to the brands’ market sales or market share.

In terms of time dimension, this is a one-time research

task for which it’s a cross sectional study which fulfils the basic

20


requirement of getting the detailed responses of the survey respondents

thru a statistical research process done accordingly.

Research Location:

For the most part of the primary data gathering, the

research was set on a fieldwork (in situ). Survey interviews were

conducted within the boundaries of National Capital Region. This

includes respondents residing and/ or working in the cities of Manila,

Makati, Pasay, Paranaque, Las Pinas, Muntinlupa, Taguig, Pateros,

Mandaluyong, Pasig, Marikina, Quezon City, San Juan, Valenzuela,

Caloocan, Malabon, and Navotas.

Sampling Technique:

This research used the non-probability convenience

sampling technique for generating samples on the basis of its research

location. The significance of this is that the total number of

predetermined sample would be insufficient to distribute with the

number of cities prescribed as the research locations. There are about

17 cities in just about 30 survey samples under study. Besides,

constrained by the insufficiency on time to spend the whole survey

prevented this research study for wider and well represented samples in

terms of research location coverage.

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Research Respondents:

Respondents for the survey are the business executives

residing and or working within areas specified in Metro Manila. Sample

size was earlier predetermined for this study to be at 30 respondents.

This is subdivided accordingly into subgroups:

a. Job title: (1) Top Executives/Management (2) Middle Management

and (3) 1st Level Management/ Junior Executives. Distribution for this

subgroup is not predetermined.

b. Gender: (1) Male- comprises 18 respondents which is 61% of the

total studied sample (2) Female- 12 respondents meanwhile constitute

the opposite gender which is 39%. The distribution was based on the

ratio and proportion set up strategy in which facts that came up from

the recent International Business Report published by the global

auditing firm Grant Thornton in March 7, 2013, denotes that there are

about 39% women business executives handling varied leadership

management position all across the different business industries in the

Philippines

c. Age- is classified as (1.) 25-34yrs old (2) 35-44 yrs old (3) 45- 54 yrs.

old (d) 55 yrs.old-65yrs old. Due to the unavailability of data regarding

age bracket among business executives in Metro Manila, this study

carried on the judgmental /convenience sampling in relation to age of

their respondents.

Other demographic factors considered for the selection of

respondents are: personal and household income of the respondents

22


which should be at the minimum of Php35, 000.00 /monthly basis or

above (which means respondents belonged in the ABC1 eco class). Such

classification follows the standard economic classification in usual

research studies in the Philippines.

Civil status of respondents: (1) Single. (2)Married/ with

partner (3) Separated/Divorced. (4) Widowed. No prior pertinent

research data is available on the civil status of business executives thus;

survey respondents were handpicked as they are conveniently present

at the time and place thru out the survey period.

All respondents are owner and/or driver of a private

passenger vehicle purchased new within the last 5 years. Furthermore,

respondents are part of the decision making when purchasing vehicle for

the household. Confidence level for the result is at 95% with +- 5 %

margin of error.

Sampling Technique:

In the absence of related information on the actual

number of business executives in the Philippines, and the limitation

described herein (which includes limitations on time, money and other

resources such as available pertinent data or related information and

workforce), in selecting the appropriate samples, this research used the

non-probability sampling technique. Specifically, the adaption of a

23


judgmental survey or purposive survey based on the pre quota

determined ratio of the prescribed sample.

The use of such sampling technique allowed the

researchers to work within the specified limited schedule, subscribed to

getting the appropriate number of respondents based on the prior

subgroups created which is correlation, an assumption that difference on

subgroups would result a variation on the respondents answers. Hence,

the general opinion of male respondents may differ from female

responses, and that age and civil status affects their opinions.

Research Instruments:

The research survey made use of the Direct or Face to Face

Method for the primary data gathering. There are carefully prepared

questionnaires which were asked face to face to the survey respondents

following the standard code of carrying out interviews. On the type of

questions asked, this research used an open and close and combination

type, of multiple choice types, ranking type and scale type of questions.

There are 21 varied questions that attempted to measure

the respondents’ perception on and about the comparing brands’ image,

performance and preferences. To avoid bias and increase the level of

confidence of this survey, there were appropriately designed additional

questions relating to respondent’s personal profile and affiliation

(screener questions). Moreover, the level of measurement used for

these variables are nominal (for categorizing responses accordingly),

ordinal, where responses as variables would be treated as a summary by

24


rank, and for questions pertaining to variables of performance and

satisfaction, the levels of measurement used was interval.

Initially, the researchers had a pilot survey conducted with

at least 5 respondents presumably a representation of the necessary

subgroups. The 5 respondents were composed of 3 males and 2

females, all business executives from different age brackets, civil status

and geographic varieties. This is to test the validity and reliability of the

questionnaires before it was asked to all the remaining survey sample

respondents.

Research Tool for Data Handling and Analysis:

For the handling of data gathered and analysis, this

research study simply implored the use of the MS Excel supported by

logical manual skills. Tabulations, graphical representations and textual

interpretations are administered for better appreciation of data

gathered.

25


Chapter 4

RESULTS

After conducting the interview, data were gathered and

responses were tabulated to present a collective result. It is group in the

following manner namely, respondents characteristics,

Text 1: Of the total 30 respondents surveyed, there is only 1 from the manufacturing industry which is 3.3% of the total number of respondents, particularly a male.

For trading/distribution, there are 5 males which is 16.7% and 3 females which is 10%, a total of 26.7% of the total respondents surveyed.

In the Financial/Life General Insurance other than car insurance there are 2 males and 1 female, which is 6.7% and 3.3% of the total 10% out of the total number of respondents surveyed. For the Professional Services, there is a total 23.3% which comprises 6 males (20%) and 1 female (3.3%)

Results of the surveyed showed that the highest number of respondents surveyed in terms of industry affiliation is from Others except Car related industry with 36.7% of the total number of respondents consisting of 4 males(13.3%) and 7 females(23.3%). Table 1. The Contingency table with Percentages for Industry Affiliations Versus Gender of Respondents

Industry Male % Female % Combined %Manufacturing 1 3.3% 0 0.0% 1 3.3%Trading/Distribution 5 16.7% 3 10.0% 8 26.7%Financial//Life/Gen. Insurance other 2 6.7% 1 3.3% 3 10.0% than car insuranceProfessional Services 6 20.0% 1 3.3% 7 23.3%Others except Car 4 13.3% 7 23.3% 11 36.7% related industryTotal 18 60.0% 12 40.0% 30 100.0%

26


Text

Figure 1.Bar/Column Chart for Industry Affiliation of Male and Female Respondents

Text2. Table 2 in terms of civil status, there are 4males (13.3%) and 2 females (6.7%) who are single .The married/partnered has the highest percentage which has 9 males (30%) and 5 females (16.7%). This composed 46.7% of the total number of respondents surveyed. The Divorced/separated has 3.3% for the female and none for the male. On the opposite, there is 3.3% for the widowed on the male and none on the female.

Table 2. The Contingency table with Percentages for Civil Status on Gender of Respondents

Civil Status Male % Female % Combined %Single 4 13.3% 2 6.7% 6 20.0%Married/Partnered 9 30.0% 5 16.7% 14 46.7%Divorced/Separated 0 0.0% 1 3.3% 1 3.3%Widowed 1 3.3% 0 0.0% 1 3.3%Total 18 60.0% 12 40.0% 30 100.0%

30 N=

27


Figure 2

Bar/Column Chart for the Civil Status of Male and Female Respondents

Text3. In this survey, the job title which comprises the highest percentage is the Top management which includes business owners, Partners, Chairperson, President, COO, CEO with 60 % of the total number of respondents, followed by the 1st Level Management with 30% and Middle Management with 10% of the total 30respondents.

Table 3. The Contingency table with Percentages for

Male % Female % Combined %13 43.3% 5 16.7% 18 60.0%

1 3.3% 2 6.7% 3 10.0%

4 13.3% 5 16.7% 9 30.0%

18 60.0% 12 40.0% 30 100.0%

Middle ( ie. General Manager, Plant Manager, Regional Manager

Total

Respondent's Position in His Company vs Gender

N= 30

Divisional Manager)1st Level management (ie. Office Manager Department Mgr.,, Store Manager Branch Mgr., Section Chief,etc.)

Job Title

President,COO , VP BOD,CFO,CIO, Corporate Head,etc)Top Management (ie, Owner, Partner, Chairman, CEO

28


Figure 3. Bar/Column Chart for the Respondents Job Title vs Gender

Text 4.This survey have 18 male (60%) and 12 females (40) which comprises the total 30 respondents. Of the males, there are 5(16.7%) in the age bracket 25 to 34 yrs old, 3(10%) in the 35to44 yrs old, 6 (20%) in the 45 to 54 yrs old and 4(13.3%) in the 55 to 65 yrs old. Of the females, there are 5(16.7%) in the age bracket 25 to 34 yrs old, 1(3.3%) in the 35to44 yrs old, 5 (16.7%) in the 45 to 54 yrs old bracket and 1 (3.3%) in the 55 to 65 yrs old bracket..

Table 4. The Contingency table with Percentages for the Age Brackets Distribution vs

Age Bracket Male % Female % Combined %25-34 yrs.old 5 16.7% 5 16.7% 10 33.3%35-44 yrs.old 3 10.0% 1 3.3% 4 13.3%45-54 yrs.old 6 20.0% 5 16.7% 11 36.7%55-65 yrs.old 4 13.3% 1 3.3% 5 16.7%

Total 18 60.0% 12 40.0% 30 100.0%

Gender of the Respondents

N= 30

29


Figure 4.Bar/Column Chart for the Age (Bracket) Distribution vs Gender

Text5. For the car brand owned by the survey respondents, results were for the males, Toyota has the highest ownership with 23.3% (7) followed by Mitsubishi with 10% (3) and Hyundai same as all other brands Chrysler, Ford, Honda, Mercedez Benz, Nissan, Suzuki and Volvo each has 3.3% (1). For the females Honda, Hyundai and Toyota re all at 10% (3) each, followed by Ford 6.7% (2) and Volvo 3.3% (1).

Table 5. The Contingency Table with Percentages for

Car Brand owned by Respondent's vs Gender

Car Brand Male % Female % Combined %Chrysler 1 3.3% 0 0.0% 1 3.3%Ford 1 3.3% 2 6.7% 3 10.0%Honda 1 3.3% 3 10.0% 4 13.3%Hyundai 1 3.3% 3 10.0% 4 13.3%Mercedez Benz 1 3.3% 0 0.0% 1 3.3%Mitsubishi 3 10.0% 0 0.0% 3 10.0%Nissan 1 3.3% 0 0.0% 1 3.3%SUZUKI 1 3.3% 0 0.0% 1 3.3%Toyota 7 23.3% 3 10.0% 10 33.3%Volvo 1 3.3% 1 3.3% 2 6.7%Total 18 60.0% 12 40.0% 30 100.0%

N= 30

30


Figure 5. Bar/Column Chart for the Car Brand Ownership of Respondents

Text6. Personal Income Bracket Distribution: the highest is with the Php100, 000.01 to Php500, 000.00 with 33.3% (10respondents of the total 30), followed by Php35, 000.00 to Php50, 000.00 and bracket Php50, 000.00 to Php100, 000, both with 30% (9 respondents of the total 30). There are only 2 out of the total 30 respondents, for the Php500, 000.01 and above, which is 6.7%. Household Income Bracket Distribution: the survey resulted to getting the Php100,000.01 to Php500,000.01 income bracket with 40% (12 respondents out of the total 30), followed by Php50,000.01 to Php100,000.00 and Php100,000.01 to Php500,000.00 both with 26.7% (8 out of 30 respondents). Only 6.7% (2 respondents out of 30) is with household monthly income Php35, 000.00 to Php50, 000.00

Table 6. The Grouped Frequency Distribution Table for the 30 Respondents of their Monthly Personal/Household Income

Personal % Household %9 30.0% 2 6.7%9 30.0% 8 26.7%10 33.3% 12 40.0%2 6.7% 8 26.7%30 100.0% 30 100.0%N= 30

Php500,000.01-aboveTotal

Php100,000.01-500,000.00Php50,000,01-100,000.00

Monthly IncomePhp35,000.00-50,000.00

31


Figure 6. Pie Chart for the Monthly Income Distribution a. Personal and b. Household of the 30 Respondents Surveyed

Brand Index Awareness, TOM (S/A). UnaidedText7. When respondents were asked about which car brands are they aware of, their top of mind or first brand mention, the following are the results: Toyota, both for the male and female group is top answer with a combined 43.3% (13) of the total respondents surveyed. Followed by Honda, 20% (6), Hyundai 13.3% (4), BMW 6.7% (2), and Mitsubishi, Nissan, Volvo, Ford, Chrysler are all with 3.3% (1) each. But among the males, BMW has the 3rd spot instead of Hyundai; where Hyundai posted had the 3rd spot among the females.

32


Table 7. The Contingency Table with Percentages for Top of Mind Brand awarenessAmong the 30 Respondents Surveyed

Brands Male % Female % Total %Hyundai 1 3.3% 3 10.0% 4 13.3%Toyota 8 26.7% 5 16.7% 13 43.3%Audi 0 0.0% 0 0.0% 0 0.0%BMW 2 6.7% 0 0.0% 2 6.7%Chrysler 1 3.3% 0 0.0% 1 3.3%Chevrolet 0 0.0% 0 0.0% 0 0.0%Ford 1 3.3% 0 0.0% 1 3.3%Honda 2 6.7% 4 13.3% 6 20.0%Isuzu 0 0.0% 0 0.0% 0 0.0%Jaguar 0 0.0% 0 0.0% 0 0.0%Kia 0 0.0% 0 0.0% 0 0.0%Mazda 0 0.0% 0 0.0% 0 0.0%Mercedez Benz 0 0.0% 0 0.0% 0 0.0%Mitsubishi 1 3.3% 0 0.0% 1 3.3%Nissan 1 3.3% 0 0.0% 1 3.3%Volkswagen 0 0.0% 0 0.0% 0 0.0%Volvo 1 3.3% 0 0.0% 1 3.3%Shelby 0 0.0% 0 0.0% 0 0.0%Porsche 0 0.0% 0 0.0% 0 0.0%Suzuki 0 0.0% 0 0.0% 0 0.0%Ferrari 0 0.0% 0 0.0% 0 0.0%Total 18 60.0% 12 40.0% 30 100.0%

N= 30

Figure 7. Bar/Column Chart for the Car Brand TOM Awareness Among the 30 Respondents Surveyed

33


.

Figure7. Bar/Column Chart for the Car Brand TOM Awareness Among the 30 Respondents Surveyed

Other Mention Brands Aware, (M/A), Unaided

Text8. The Top Ten Brands Mentioned Among Other Mentioned Brands for Awareness are Honda 12.2% (19), Toyota 10.9%(17), Mitsubishi 9.6% (15), BMW 9%(14), Mercedes Benz 8.3% (13), Audi 7.7% (12), Hyundai only placed

34


7th with 7.1% (11), Ford 5.8%(9), Kia 5.1%(8) and Nissan 4.5% (7).Table 8. The Contingency Table with Percentages for Other Mentioned Brand AwarenessAmong the Respondents Surveyed

N=30Brands Male % Female % Combined % 100%

Hyundai 9 5.8% 2 1.3% 11 7.1% 36.7% 7Toyota 7 4.5% 10 6.4% 17 10.9% 56.7% 2Audi 6 3.8% 6 3.8% 12 7.7% 40.0% 6BMW 10 6.4% 4 2.6% 14 9.0% 46.7% 4Chrysler 1 0.6% 1 0.6% 2 1.3% 6.7%Chevrolet 1 0.6% 2 1.3% 3 1.9% 10.0%Ford 4 2.6% 5 3.2% 9 5.8% 30.0% 8Honda 13 8.3% 6 3.8% 19 12.2% 63.3% 1Isuzu 2 1.3% 3 1.9% 5 3.2% 16.7%Jaguar 2 1.3% 3 1.9% 5 3.2% 16.7%Kia 4 2.6% 4 2.6% 8 5.1% 26.7% 9Mazda 1 0.6% 2 1.3% 3 1.9% 10.0%Mercedez Benz 7 4.5% 6 3.8% 13 8.3% 43.3% 5Mitsubishi 8 5.1% 7 4.5% 15 9.6% 50.0% 3Nissan 2 1.3% 5 3.2% 7 4.5% 23.3% 10Volkswagen 0 0.0% 1 0.6% 1 0.6% 3.3%Volvo 1 0.6% 1 0.6% 2 1.3% 6.7%Shelby 1 0.6% 0.0% 1 0.6% 3.3%Porsche 2 1.3% 1 0.6% 3 1.9% 10.0%Suzuki 1 0.6% 0.0% 1 0.6% 3.3%Ferrari 3 1.9% 0.0% 3 1.9% 10.0%Lexus 1 0.6% 0.0% 1 0.6% 3.3%GM 1 0.6% 0.0% 1 0.6% 3.3%Total Responses 87 55.8% 69 44.2% 156 100.0%

N= 30

Figure8. Bar/Column Chart for the Other Mentioned Car Brand Awareness Among the 30 Respondents Surveyed

35


Ever Owned, (M/A)

Text 9. Among the 30 respondents interviewed, the top 5 most owned brand are: Toyota 25.3% (22 or 73.3% of the 30 respondents have either owned the brand before or currently own the car brand), Honda is second with 20.7% (18 or 60% of the 30 respondents),Mitsubishi 12.6% (11 or 36.7% of the 30 respondents), Hyundai placed 4th with 11.5% (10 or 33.3% of the total 30 respondents), and Ford is on the 5th place with 6.9% (6respondents out of the 30 respondents surveyed which is 20%).

Table 9. The Contingency Table with Percentages Car Brand Ever OwnedAmong the Respondents Surveyed

N=30Brands Male % Female % Combined % 100% Rank

Hyundai 6 6.9% 4 4.6% 10 11.5% 33.3% 4Toyota 15 17.2% 7 8.0% 22 25.3% 73.3% 1Audi 0 0.0% 0 0.0% 0 0.0% 0.0%BMW 5 5.7% 0 0.0% 5 5.7% 16.7%Chrysler 1 1.1% 0 0.0% 1 1.1% 3.3%Chevrolet 0 0.0% 1 1.1% 1 1.1% 3.3%Ford 3 3.4% 3 3.4% 6 6.9% 20.0% 5Honda 12 13.8% 6 6.9% 18 20.7% 60.0% 2Isuzu 1 1.1% 0 0.0% 1 1.1% 3.3%Jaguar 0 0.0% 0 0.0% 0 0.0% 0.0%Kia 0 0.0% 0 0.0% 0 0.0% 0.0%Lexus 0 0.0% 0 0.0% 0 0.0% 0.0%Mazda 2 2.3% 1 1.1% 3 3.4% 10.0%Mercedez Benz 2 2.3% 0 0.0% 2 2.3% 6.7%Mitsubishi 8 9.2% 3 3.4% 11 12.6% 36.7% 3Nissan 2 2.3% 3 3.4% 5 5.7% 16.7%Volkswagen 0 0.0% 1 1.1% 1 1.1% 3.3%Volvo 0 0.0% 1 1.1% 1 1.1% 3.3%Shelby 0 0.0% 0 0.0% 0 0.0% 0.0%Suzuki 1 1.1% 0 0.0% 0 0.0% 0.0%Ferrari 1 1.1% 0 0.0% 0 0.0% 0.0%Total Responses 59 30 87 100.0%

N= 30

36


Figure 9. Bar Graph for the Car Brand Ever Owned Among the Respondents Surveyed

Text 10 Ever Ridden/Driven, (M/A)Text10. For the Car Brand ever driven or ridden, the top 5 were Toyota with 24.1% (27 or 90% of the total 30 respondents surveyed), Honda with20.5% (23 or 76.7% of the total 30 respondents surveyed), Mitsubishi 9.8% (11 or 36.7% of the total 30 respondents surveyed), Hyundai 8.9% (10 or 33.3% of the total 30 respondents surveyed),and Ford 6.3% (7 or 23.3% of the total 30 respondents surveyed).

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Table 10. The Contingency Table with Percentages for Car Brand Ever Driven/RiddenAmong the Respondents Surveyed

N=30Brands Male % Female % Combined % 100%

Hyundai 5 4.5% 5 4.5% 10 8.9% 33.3%Toyota 17 15.2% 10 8.9% 27 24.1% 90.0%Audi 2 1.8% 0 0.0% 2 1.8% 6.7%BMW 3 2.7% 2 1.8% 5 4.5% 16.7%Chrysler 2 1.8% 0 0.0% 2 1.8% 6.7%Chevrolet 0 0.0% 1 0.9% 1 0.9% 3.3%Ford 3 2.7% 4 3.6% 7 6.3% 23.3%Honda 14 12.5% 9 8.0% 23 20.5% 76.7%Isuzu 1 0.9% 0 0.0% 1 0.9% 3.3%Jaguar 2 1.8% 0 0.0% 2 1.8% 6.7%Kia 1 0.9% 2 1.8% 3 2.7% 10.0%Lexus 1 0.9% 0 0.0% 1 0.9% 3.3%Mazda 1 0.9% 1 0.9% 2 1.8% 6.7%Mercedez Benz 1 0.9% 2 1.8% 3 2.7% 10.0%Mitsubishi 5 4.5% 6 5.4% 11 9.8% 36.7%Nissan 3 2.7% 3 2.7% 6 5.4% 20.0%Volkswagen 0 0.0% 0 0.0% 0 0.0% 0.0%Volvo 0 0.0% 1 0.9% 1 0.9% 3.3%Shelby 0 0.0% 0 0.0% 0 0.0% 0.0%Suzuki 1 0.9% 0 0.0% 1 0.9% 3.3%Ferrari 2 1.8% 0 0.0% 2 1.8% 6.7%GM 1 0.9% 0 0.0% 1 0.9% 3.3%Porsche 1 0.9% 0 0.0% 1 0.9% 3.3%Total 66 58.9% 46 41.1% 112 100.0%

N= 30

Figure 10. Bar Graph for the Car Brand Ever Driven/RiddenAmong the Respondents Surveyed

38


Extent of Awareness Text 11.When asked about the degree of their awareness on the specific brands, the results of the survey were: For Hyundai, 36.7% of the respondents surveyed know little about the brand 43.3% know the brand very well. Only 13.3% claimed they know the brand Hyundai better than other brands. 6.6% said they have heard of the name Hyundai and none is not aware of this brand. In comparison, Toyota has the highest brand awreness among the respondents surveyed with 56.7% said they know this brand very well and 43.3% claim they know the brand Toyota better than any other brand. This survey shows all respondents were aware of the existence of both brands.

Table 11. The Contingency Table with Percentages for Degree of Brand Awareness Among the Respondents Surveyed on the Car Brands Hyundai and Toyota

a .Hyundai b. ToyotaMale % Female % Combined %

1. I am not aware of this brand 0 0.0% 0 0.0% 0 0.0%2. I have only heard of the name 1 3.3% 1 3.3% 2 6.7%3. I know little about the brand 6 20.0% 5 16.7% 11 36.7%4. I know this brand very well 9 30.0% 4 13.3% 13 43.3%5. I know this brand better than any other brand 2 6.7% 2 6.7% 4 13.3%

Total 18 60.0% 12 40.0% 30 100.0%

b. ToyotaMale % Female % Combined% %

1. I am not aware of this brand 0 0.0% 0 0.0% 0 0.0%2. I have only heard of the name 0 0.0% 0 0.0% 0 0.0%3. I know little about the brand 0 0.0% 0 0.0% 0 0.0%4. I know this brand very well 7 23.3% 10 33.3% 17 56.7%5. I know this brand better than any other brand11 36.7% 2 6.7% 13 43.3%

Total 18 60.0% 12 40.0% 30 100.0%

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Figure 11 a. Bar Graph for the Degree of Awareness for HyundaiAmong the 30 Respondents Surveyed

Figure 11 b. Bar Graph for the Degree of Awareness for HyundaiAmong the 30 Respondents Surveyed

Brand Consideration

40


Brand Preference Considered Brands on Last Car Purchased

Text 12.On considered brand for their last purchase, the result of the survey shows that majority or.3% have considered the brand or have one of their choices for consideration of buying is Toyota. Both for the

male and female segments brand preference for the Toyota is at highest among all other brands, 20.5% and 13.7 respectively. Hyundai follows only third after Honda where it was at 40% brand preferences among

the respondents surveyed.Table 12. The Contingency Table with Percentages for Brand Preferences Among the Respondents Surveyed N=30Brands Male % Female % Total % 100%Hyundai 7 9.6% 5 6.8% 12 16.4% 40.0% 3Toyota 15 20.5% 10 13.7% 25 34.2% 83.3% 1Audi 0 0.0% 0 0.0% 0 0.0% 0.0%BMW 0 0.0% 0 0.0% 0 0.0% 0.0%Chevrolet 0 0.0% 0 0.0% 0 0.0% 0.0%Ford 1 1.4% 3 4.1% 4 5.5% 13.3% 6Honda 7 9.6% 6 8.2% 13 17.8% 43.3% 2Isuzu 3 4.1% 2 2.7% 5 6.8% 16.7% 5Jaguar 0 0.0% 0 0.0% 0 0.0% 0.0%Kia 0 0.0% 0 0.0% 0 0.0% 0.0%Mazda 0 0.0% 0 0.0% 0 0.0% 0.0%Mercedez Benz 1 1.4% 0 0.0% 1 1.4% 3.3%Mitsubishi 4 5.5% 4 5.5% 8 11.0% 26.7% 4Nissan 2 2.7% 0 0.0% 2 2.7% 6.7%Volkswagen 0 0.0% 0 0.0% 0 0.0% 0.0%Volvo 1 1.4% 1 1.4% 2 2.7% 6.7%Suzuki 1 1.4% 0 0.0% 1 1.4% 3.3%Total 42 57.5% 31 42.5% 73 100.0%

N= 30

41


Figure 12 . Bar Graph for the Brand Preferences for CarsAmong the 30 Respondents Surveyed

Factors Considered for purchased of the Car Brand

Text 13 Among the top reasons or factors for choosing which car brand to buy, the following are the results of this survey: (1) The body type and model preferred by the respondents are available with 93.3% of the total respondents, (2) Tied with 90% both factors, the respondents having had a good driving/riding experience with the car brand and having heard many people saying good things about the brand. (3) Most respondent with 86.7% of the total respondents surveyed, said that the factors such as having a positive ownership of the brand and that the brand is a vehicle with economical attributes such as in terms of fuel consumption, low maintenance cost and service charges.. One respondent even go further by adding to the list that another important factor is the size of the vehicle, that availability for a bigger size car for the family is a consideration on his purchase. This respondent is a married/family guy at his middle age years.

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of Car Among the 30 Respondents Surveyed

N=30Male % Female % Total % 100%

16 6.3% 11 7.4% 27 6.7% 90.0%16 6.3% 10 6.7% 26 6.5% 86.7%16 6.3% 11 7.4% 27 6.7% 90.0%10 4.0% 8 5.4% 18 4.5% 60.0%14 5.5% 11 7.4% 25 6.2% 83.3%16 6.3% 12 8.1% 28 7.0% 93.3%16 6.3% 8 5.4% 24 6.0% 80.0%15 5.9% 6 4.0% 21 5.2% 70.0%16 6.3% 7 4.7% 23 5.7% 76.7%14 5.5% 9 6.0% 23 5.7% 76.7%11 4.3% 6 4.0% 17 4.2% 56.7%11 4.3% 5 3.4% 16 4.0% 53.3%10 4.0% 5 3.4% 15 3.7% 50.0%13 5.1% 9 6.0% 22 5.5% 73.3%14 5.5% 7 4.7% 21 5.2% 70.0%15 5.9% 6 4.0% 21 5.2% 70.0%14 5.5% 8 5.4% 22 5.5% 73.3%16 6.3% 10 6.7% 26 6.5% 86.7%1 0.4% 0 0.0% 1 0.2% 3.3%

253 100.0% 149 100.0% 402 100.0%N= 30

i.) It has an extensive dealer network.

g).The car exhibits good performance for f.)The body type and model that I want is e) Design (exterior/interior) that I want is d.) I’ve seen positive and encouraging c.) I’ve heard many people express positive b.) I had a positive ownership experiences a.I had good driving/riding experiencewith this Factors

r.) Vehicle is economical to maintain (low fuel q.) The warranty was(duration /mileage)good/ p.) It has a good resale value.o.) I had many different choices of payment n.) It is fairly- priced and offers good value m.) It has no or not so long waiting list upon l) Sales consultants are professional in terms k.)Dealer offered many/good incentives such j.) The dealer shop has a good

Totaloffers bigger car for the familys.) Others.(Pls. specify)provide big family car

h.) The brand has received awards and

Table 13. The Contingency Table with Percentages on Factors Considered for Purchased

Figure 13 Bar Graph for the Factors on Brand Consideration for Car BrandPurchase Among the 30 Respondents Surveyed

43


Top 5 Brands Unlikely to buyText14.The survey results about when respondents will be buying the next time the top 5 Brands Unlikely to buy were:

Kia, 20.4% (or about 66.7% of the total respondents surveyed), Hyundai, 13.3% (43.3% of the total respondents surveyed), Honda, 10.2% (33.3% of the 30 respondents) , Isuzu, Jaguar, Mercedes Benz all each with 7.1% ( or 23.3% of the total surveyed).Toyota is almost the least in this category of brand unlikely to buy among the respondents surveyed.

Table 14. The contingency table with Percentages on Brands Unlikely to Buy By the 30 Respondents SurveyedBrands Male % Female % Combined % N=30(100)Hyundai 9 16.7% 4 9.1% 13 13.3% 43.3%Toyota 1 1.9% 0 0.0% 1 1.0% 3.3%Audi 0 0.0% 2 4.5% 2 2.0% 6.7%BMW 2 3.7% 4 9.1% 6 6.1% 20.0%Chevrolet 0 0.0% 1 2.3% 1 1.0% 3.3%Ford 1 1.9% 0 0.0% 1 1.0% 3.3%Honda 6 11.1% 4 9.1% 10 10.2% 33.3%Isuzu 3 5.6% 4 9.1% 7 7.1% 23.3%Jaguar 4 7.4% 3 6.8% 7 7.1% 23.3%Kia 11 20.4% 9 20.5% 20 20.4% 66.7%Mazda 2 3.7% 1 2.3% 3 3.1% 10.0%Mercedez Benz

47.4%

36.8% 7 7.1% 23.3%

Mitsubishi 2 3.7% 3 6.8% 5 5.1% 16.7%Nissan 4 7.4% 2 4.5% 6 6.1% 20.0%

Volkswagen 11.9%

00.0% 1 1.0% 3.3%

Volvo 1 1.9% 1 2.3% 2 2.0% 6.7%Proton 1 1.9% 1 2.3% 2 2.0% 6.7%Ferrari 0 0.0% 1 2.3% 1 1.0% 3.3%Lexus 0 0.0% 0 0.0% 0 0.0% 0.0%none 2 3.7% 1 2.3% 3 3.1% 10.0%Total 54 100.0% 44 100.0% 98 100.0%

N= 30

44


Figure 14BarGraph for the Car Brands Unlikely to Buy by the 30 Respondents Surveyed

Top 5 Brands likely to buyAt one side, the result for the car brands most likely to consider by

the respondents surveyed the next time they will purchase were: Toyota , top the list with 22.8% ( or 93.3% of the total respondents surveyed), followed by Honda, 13.8 ( or 56.7% of the total 30 respondents surveyed), Ford, 13% ( or 53.3% of the total surveyed respondents), Mitsubishi, 12.2% (or 50% of the total surveyed) and 5th,Hyundai, 10.6% ( or 43.3% of the total number of respondents surveyed).

45


Table 15, The Contingency Table with Percentages for the Car Brands Likely to Buy by the 30 Respondents SurveyedBrands Male % Female % Combined % N=30 (100%)Hyundai 6 8.5% 7 13.7% 13 10.6% 43.3%Toyota 16 22.5% 12 23.5% 28 22.8% 93.3%Audi 3 4.2% 1 2.0% 4 3.3% 13.3%BMW 7 9.9% 1 2.0% 8 6.5% 26.7%Chevrolet 1 1.4% 0.0% 1 0.8% 3.3%Ford 9 12.7% 7 13.7% 16 13.0% 53.3%Honda 9 12.7% 8 15.7% 17 13.8% 56.7%Isuzu 0 0.0% 0.0% 0 0.0% 0.0%Jaguar 1 1.4% 0.0% 1 0.8% 3.3%Kia 1 1.4% 0.0% 1 0.8% 3.3%Mazda 0 0.0% 3 5.9% 3 2.4% 10.0%Mercedez Benz

68.5% 0.0% 6 4.9% 20.0%

Mitsubishi 8 11.3% 7 13.7% 15 12.2% 50.0%Nissan 3 4.2% 4 7.8% 7 5.7% 23.3%

Volkswagen 00.0% 0.0% 0 0.0% 0.0%

Volvo 0 0.0% 1 2.0% 1 0.8% 3.3%Proton 0 0.0% 0.0% 0 0.0% 0.0%Shelby 1 1.4% 0.0% 1 0.8% 3.3%Lexus 1 1.4% 0.0% 1 0.8% 3.3%none 0 0.0% 0.0% 0 0.0% 0.0%Total 71 100.0% 51 100.0% 123 100.0%

N= 30

Figure 15, The Contingency Table with Percentages for the Car Brands Likely to Buy by the 30 Respondents Surveyed

46


Reasons for not buying:

Text16.

On reasons why they would not consider buying the car brand, the resultsof the survey were for Hyundai, top 5 reasons were; (1) Design referring to the interior and exterior make of the car(30%), (2nd's)body type and model that they want is not available(26.7%), Have heard many negative feed backs about (26.7%t the brand, (3rd) Low resale value for the car brand, Had a bad driving/riding experience ((16.7%)The car exhibits poor performance (16.7%), and (5th's) bad previous ownership experience and company brands' sales consultants unprofessionalism and lack of product knowledge.

Text 16.B There are only two notable reasons why they would not consider buying a Toyota car brand, from the surveyed respondents, these are (1) Design either interior or/ and exterior of the car that they like is not available, (2) The body type and model that they want is also not available.

47


Table16 ., The Contingency Table with Percentages for the Reasons for not Considering to Buy the Car Brand by the 30 Respondents Surveyed

Male(18) Female(12)Total(30) % Male(18) Female(12) Total(30) %4 1 5 16.7% 0 0 0 0.0%3 0 3 10.0% 0 0 0 0.0%5 3 8 26.7% 0 0 0 0.0%1 0 1 3.3% 0 0 0 0.0%6 3 9 30.0% 1 0 1 3.3%5 3 8 26.7% 1 0 1 3.3%4 1 5 16.7% 0 0 0 0.0%1 0 1 3.3% 0 0 0 0.0%1 0 1 3.3% 0 0 0 0.0%2 0 2 6.7% 0 0 0 0.0%1 0 1 3.3% 0 0 0 0.0%3 0 3 10.0% 0 0 0 0.0%0 0 0 0.0% 0 0 0 0.0%1 0 1 3.3% 0 0 0 0.0%0 0 0 0.0% 0 0 0 0.0%5 1 6 20.0% 0 0 0 0.0%1 0 1 3.3% 0 0 0 0.0%0 0 0 0.0% 0 0 0 0.0%1 0 1 3.3% 0 0 0 0.0%0 0 0 0.0% 0 0 0 0.0%

m.) I couldn’t get the car after I signed a l) Sales consultants are unprofessional in k.)Dealer didn’t offer many incentives such as j) The dealer shop has a bad performance/ i.) It does not have an extensive dealer

N= 30 N= 30

B.Toyota

s.) Others, pls. specify:_________

n.) It is not fairly- priced considering the o.) I had limited choices of payment terms p.) It has a low resale value.q.) The warranty (duration/mileage) was not good enough compare to r.) Vehicle is too expensive to maintain (high

h.) The brand has not received awards and

A.Hyundai

b.) Previous ownership experiences turned c.) I’ve heard many people express negative d.) I’ve seen many negative and not much e.) Design (exterior/interior) that I want is not f )The body type and model that I want is not g).The car exhibits poor performance for

a.) I had a bad driving/riding experience with

Figure 16 A., Bar Chart for the Reasons for not Considering to Buy the Car Brand Hyundai by the 30 Respondents Surveyed

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Figure16 B., Bar Chart for the Reasons for not Considering to Buy the Car Brand Toyota by the 30 Respondents Surveyed

Reasons for intending to buy:Text 17 a. (Hyundai) Hyundai is most likely to consider being purchase based on the following as from the result of this survey: (1) Design of the car both/or either the interior or exterior that respondents want is available (40%), Many positive feedbacks for the brand (36.7%) had good driving/riding experiences with the brand (23.3%), Vehicle is economical in terms of fuel efficiency repair maintenance and services (20%)same with Good warranty, the car exhibiting good performance and boy type and model is available are some primary factors why they would be buying a Hyundai.

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Table17., The Contingency Table with Percentages for the Reasons for Considering to Buy the Car Brand by the 30 Respondents Surveyed

Male(18) Female(12)Total(30) % Male(18) Female(12) Total(30) %2 5 7 23.3% 15 12 27 90.0%2 3 5 16.7% 14 10 24 80.0%5 6 11 36.7% 11 11 22 73.3%1 1 2 6.7% 7 5 12 40.0%5 7 12 40.0% 11 11 22 73.3%1 5 6 20.0% 9 6 15 50.0%2 3 5 16.7% 12 10 22 73.3%1 1 3 10.0% 4 3 7 23.3%2 5 4 13.3% 8 12 20 66.7%0 2 2 6.7% 5 4 9 30.0%1 3 4 13.3% 8 8 16 53.3%2 2 4 13.3% 7 5 12 40.0%

2 2 6.7% 6 4 10 33.3%2 5 5 16.7% 12 8 20 66.7%1 3 4 13.3% 5 5 10 33.3%1 4 5 16.7% 11 9 20 66.7%

2 4 6 20.0% 8 9 17 56.7%

2 5 6 20.0% 9 10 19 63.3%0 0 0 0.0% 0 0 0 0.0%

N= 30 N= 30

a.) I had a good driving/riding experience with

j.) The dealer shop has a good i.) It has an extensive dealer network.h.) The brand has received awards and g).The car exhibits good performance for f.)The body type and model that I want is e) Design (exterior/interior) that I want is d.) I’ve seen positive and encouraging c.) I’ve heard many people express positive b.) I had a positive ownership experiences

s.) Others.(Pls. specify)

p.) It has a good resale value.o.) I had many different choices of payment n.) It is fairly- priced and offers good value m.) It has no or not so long waiting list upon l) Sales consultants are professional in terms k.)Dealer offered many/good incentives such

q.) The warranty (duration/mileage) was good/ better than other brands.

r.) Vehicle is economical to maintain (low fuel consumption, parts and repair cost/service cost, insurance etc.)

A. Hyundai B.Toyota

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Figure 17 A., Bar Chart for the Reasons for Considering to Buy the Car Brand Hyundai by the 30 Respondents Surveyed

Text 17 B. ToyotaFor Toyota, the following are the top reasons for considering

the brand from the opinions of the 30 respondents surveyed.:(1) Good driving/riding experience of the car

brand, 27 out of the 30 said (2) Positive ownership experience (80%), (3's) Many positive car feedback availability of the design preferred by the respondents, and exhibits good performance each has16.7%, response from the total respondents surveyed. (4) With extensive dealership and fairly priced and has high resale value each has 66.7% of the total number of respondents surveyed.(5) The car is economical in terms of fuel consumption, repair maintenance and services (63.3%).

Figure 17 B., Bar Chart for the Reasons for Considering to Buy the Car Brand Toyota by the 30 Respondents Surveyed

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Brand ImageText 18 This survey results to the general image perception of the two brands Hyundai and Toyota among the 30 respondents surveyed. Hyundai: Technologically advance (perceive greatly at 56.7% out of the 30 respondents surveyed) Good fuel economy (56.7%), Good design (43.3%)Toyota: Good quality (83.3%), Good resale value (80%), Good fuel

economy(76.7%) Technologically advance, Good driving performance, Value for money, and elicits proud and confidence (73.3) are some of the attributes associated with this brand by the respondents of this survey.

Table18, The Contingency Table with Percentages for the General Brand Image PerceptionTowards Hyundai and Toyota by the 30 Respondents Surveyed

Male Female combine %5 2 7 23.3%14 3 17 56.7%7 6 13 43.3%3 3 6 20.0%13 4 17 56.7%5 2 7 23.3%3 2 5 16.7%0 2 2 6.7%4 6 10 33.3%5 4 9 30.0%1 2 3 10.0%

0 0 0 0.0%

11.Environmentally friendly

6. Good dealership appearance.

4. Good driving performance.

Attributes

7. Good aftersales service.

9. Good warranty.10Value for money.

8. Good resale value

1. Good quality.2. Technologically advanced3 Good design

5. Good fuel economy

12. Proud/Confidence

A.Hyundai

Table18, The Contingency Table with Percentages for the General Brand Image Perception Towards Hyundai and Toyota by the 30 Respondents Surveyed


14 8 22 73.3%30




Attributes







N=

B. Toyota

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Table18, The Contingency Table with Percentages for the General Brand Image Perception Towards Hyundaiand Toyota by the 30 Respondents Surveyed (Neither of Toyota nor Hyundai)


3 1 4 13.3%30




Attributes







N=

C. None

Figure 18 A., Bar Chart for the General Brand Image Perception Towards Hyundai by the 30 Respondents Surveyed

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Figure 18 B., Bar Chart for the General Brand Image Perception Towards Toyota by the 30 Respondents Surveyed

Brand Performance Overall Performance satisfaction (Reliability,Durability, fuel efficiency, etc.)

Text 19

When asked about their brand satisfaction of the two brands the results were: Toyota has 53.3 % most satisfied with 3.3% neutrality meaning respondents either satisfied or not so satisfied but Hyundai on the other hand 10% most satisfied and 43.3% neutral. There was 13.3% not so satisfied level 2 with this brand Hyundai as exhibited by the responses of the survey respondents in this survey.

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Table19 A. The Contingency Table with Percentages for the Brand Satisfaction PerceptionTowards Toyota by the 30 Respondents Surveyed

Toyota Male % Female % Combine % Most Satisfied 7 12 66.7% 4 33.3% 16 53.3%

6 3 16.7% 5 41.7% 8 26.7%5 2 11.1% 3 25.0% 5 16.7%

Neutral 4 1 5.6% 0 0.0% 1 3.3%3 0 0.0% 0 0.0% 0 0.0%2 0 0.0% 0 0.0% 0 0.0%

Most Dissatisfied 1 0 0.0% 0 0.0% 0 0.0%Total 18 100.0% 12 100.0% 30 100.0%

Figure19a. The Bar/Column Graph for the Brand Satisfaction Perceptiontowards Toyota by the 30 Respondents Surveyed

Table19 B, The Contingency Table with Percentages for the Brand Satisfaction PerceptionTowards Hyundai by the 30 Respondents Surveyed

Hyundai Male % Female % Combine % Most Satisfied 7 2 11.1% 1 8.3% 3 10.0%

6 2 11.1% 3 25.0% 5 16.7%5 3 16.7% 2 16.7% 5 16.7%

Neutral 4 9 50.0% 4 33.3% 13 43.3%3 2 11.1% 2 16.7% 4 13.3%2 0 0.0% 0 0.0% 0 0.0%

Most Dissatisfied 1 0 0.0% 0 0.0% 0 0.0%

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Figure 19 B. The Bar/Column Graph for the Brand Satisfaction PerceptionTowards Hyundai by the 30 Respondents Surveyed

Computing for the Mean:

19A. Toyota 19B. Hyundaif x fx f x fx

1 1.00-1.84 0 1.42 0 1 1.00-1.84 0 1.42 02 1.85-2.70 0 2.27 0 2 1.85-2.70 0 2.27 03 2.71-3.56 0 3.12 0 3 2.71-3.56 4 3.12 04 3.57-4.42 1 3.97 3.97 4 3.57-4.42 13 3.97 51.615 4.43-5.28 5 4.82 24.1 5 4.43-5.28 5 4.82 24.16 5.29-6.14 8 5.67 45.36 6 5.29-6.14 5 5.67 28.357 6.15--7.0 16 6.52 104.32 7 6.15--7.0 3 6.52 19.56

interval 0.85 n=30 Efx= 177.75 n=30 Efx= 123.620.85

Mean X= Efx/n Mean X= Efx/nToyota 5.925 Hyundai 4.120667

7 6 5 4 3 2 1 meanX Interpretation19A 16 8 5 1 0 0 0 5.92 satisfied19B 3 5 5 13 4 0 0 4.12 neutral

1.00-1.84 Most Dissatisfie1.85-2.70 Dissatisfied2.71-3.56 Slightly Dissatisfied3.57-4.42 Neutral4.43-5.28 Slightly Satisfied5.29-6.14 Satisfied6.15--7.0 Most satisfies

After having computed for the mean for Toyota on the Brand satisfaction it shows that the majority of the surveyed respondents are satisfied with this brand (mean x=5.92) while for

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Hyundai (mean X=4.12), which means neutral to the brand. During the gathering of data thru the survey neutrality is mostly answered by respondents who have either little knowledge of the brand hence usual answer was neither satisfied nor dissatisfied when asked about their brand satisfaction.

Text 20

Another question was asked among the 30 respondents; how much are they willing to recommend the brand to others:

For Hyundai: The level of willingness to recommend ranges from 10% definitely will recommend, more on the neither to recommend or not to recommend with 36.7%. Still 3.3% say they will not or definitely will not recommend the brand to others.

For Toyota: The survey shows a high level of willingness to recommend the brand to others with 56.7% says they will definitely recommend Toyota to others, only 10% is on the neutral side. The rest is way inclined towards recommending the brand to others

Table20 A. The Contingency Table with Percentages for the Willingness toRecommend the Brand Toyota by among the 30 Respondents Surveyed

Toyota Male % Female % Combine %Definitely Recommend 7 12 66.7% 5 41.7% 17 56.7%

6 3 16.7% 5 41.7% 8 26.7%5 1 5.6% 1 8.3% 2 6.7%

Neutral4 2 11.1% 1 8.3% 3 10.0%3 0 0.0% 0 0.0% 0 0.0%2 0 0.0% 0 0.0% 0 0.0%

Definitely not Recommend1 0 0.0% 0 0.0% 0 0.0%Total 18 100.0% 12 100.0% 30 100.0%

Figure20A. The Bar/Column Graph for the Willingness to

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Recommend the Brand Toyota by the 30 Respondents Surveyed

Table20 B. The Contingency Table with Percentages for the Willingness toRecommend the Brand Hyundai by among th 30 Respondents Surveyed

Hyundai Male % Female % Combine %Definitely Recommend 7 1 5.6% 2 16.7% 3 10.0%

6 2 11.1% 2 16.7% 4 13.3%5 3 16.7% 2 16.7% 5 16.7%

Neutral4 7 38.9% 4 33.3% 11 36.7%3 4 22.2% 1 8.3% 5 16.7%2 0 0.0% 1 8.3% 1 3.3%

Definitely not Recommend1 1 5.6% 0 0.0% 1 3.3%Total 18 100.0% 12 100.0% 30 100.0%

Figure 20 B. The Bar/Column Graph for the Willingness to Recommend the Brand Hyundai by the 30 Respondents Surveyed

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7 6 5 4 3 2 1 meanX Interpretation20a 17 8 2 3 0 0 0 5.92 will recommend20b 3 4 5 11 5 1 1 1.42 Definitely will not recommend

19A. Toyota 19B. Hyundaif x fx f x fx

1 1.00-1.84 0 1.42 0 1 1.00-1.84 1 1.42 1.422 1.85-2.70 0 2.27 0 2 1.85-2.70 1 1.42 1.423 2.71-3.56 0 3.12 0 3 2.71-3.56 5 1.42 7.14 3.57-4.42 3 3.97 11.91 4 3.57-4.42 11 1.42 15.625 4.43-5.28 2 4.82 9.64 5 4.43-5.28 5 1.42 7.16 5.29-6.14 8 5.67 45.36 6 5.29-6.14 4 1.42 5.687 6.15--7.0 17 6.52 110.84 7 6.15--7.0 3 1.42 4.26

interval 0.85 n=30 Efx= 177.75 n=30 Efx= 42.60.85

Mean X= Efx/n Mean X= Efx/nToyota 5.925 Hyundai 1.42

1.00-1.84 Definitely not recommend1.85-2.70 not recommend2.71-3.56 probably not recommend3.57-4.42 Neutral4.43-5.28 Probably recommend5.29-6.14 Recommend6.15--7.0 Definitely will Recommend

Mean computation for the question on willingness to recommend the brand shows that opinions among the surveyed respondents for Toyota, would recommend the brand Mean X= 5.92 and for Hyundai Definitely will not recommend this brand.

Willingness to pay more or less with the brand compared with current brand

Text 21

Respondents were also asked if ever they will be purchasing a car with reference to their current car meaning if conditions and options provided will be the same with that of their current car how much are they willing to pay for more or for less for the cars, Toyota and Hyundai. The results of the surveys shows, Hyundai: 30% are willing to pay the same price of their current brand, only 10% would be willing to pay for 25%more for a Hyundai, and 3.3% to pay 50% more for this brand. However, 33.3% says they will only pay for this brand at 25% less, 10% says they will pay this type at a price 50% less than their current brand, and about 6.7% will pay less than 75% or 100% less than their current car brand's price.

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Toyota: 56.7% will pay equal amount of the price for their current brand,16.7% are willing to pay 25 % more, 3.3% are willing to pay up to 50% more of the price of their current brand. 20% of the survey respondents said they will only pay for a Toyota brand at a price 25% less of their current brand and 3.3% if it be price at less than 50%.

Table21 A. The Contingency Table with Percentages for the Willingness to Pay for More or Less for the Brand Hyundai by among th 30 Respondents SurveyedHyundai Male % Female % Combined %(+)100 0 0.0% 0 0.0% 0 0.0%(+)75 0 0.0% 0 0.0% 0 0.0%(+)50 1 5.6% 0 0.0% 1 3.3%(+)25 1 5.6% 2 16.7% 3 10.0%

100 6 33.3% 3 25.0% 9 30.0%(-)25 5 27.8% 5 41.7% 10 33.3%(-)50 1 5.6% 2 16.7% 3 10.0%(-)75 2 11.1% 0 0.0% 2 6.7%(-)100 2 11.1% 0 0.0% 2 6.7%Total 18 100.0% 12 100.0% 30 100.0%

Figure21A. The Bar/Column Graph for the Willingness to Pay for More Or Less for the Brand Hyundai by the 30 Respondents Surveyed

Table21 B. The Contingency Table with Percentages for the Willingness to Pay for More or Less for the Brand Toyota by among the 30 Respondents Surveyed

Toyota Male % Female % Combined %(+)100 0 0.0% 0 0.0% 0 0.0%(+)75 0 0.0% 0 0.0% 0 0.0%(+)50 1 5.6% 0 0.0% 1 3.3%(+)25 3 16.7% 2 16.7% 5 16.7%

100 12 66.7% 5 41.7% 17 56.7%(-)25 1 5.6% 5 41.7% 6 20.0%(-)50 1 5.6% 0 0.0% 1 3.3%(-)75 0 0.0% 0 0.0% 0 0.0%(-)100 0 0.0% 0 0.0% 0 0.0%Total 18 100.0% 12 100.0% 30 100.0%

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Figure 21A. The Bar/Column Graph for the Willingness to Pay for More Or Less for the Brand Hyundai by the 30 Respondents Surveyed

Figure 21 B. The Bar/Column Graph for the Willingness to Pay for More or Less for the Brand Toyota by the 30 Respondents Surveyed

Construct Validity and Reliability Test:

In the writing this paper, the researchers is made aware about the validity of the

constructs used and the reliability of the research instruments used for testing the

constructs.

Construct validity measures are directly concerned on the theoretical relationships

of a variable with the other variables in a research. These variables are what usually termed

as independent variables as to the dependent variables. As we know constructs are abstracts

that are difficult to measures since they are not readily observable. The operationalisation

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of the constructs requires developing a series of measurable behaviors and attributes that

were put into certain hypothetical statements for testing. For this study, it follows steps

constructed by Crocker and Algina (1986); where the first step involved the generation of

hypothesis (H1). There is an equal degree of brand perception between Toyota and

Hyundai cars among Business executives In Metro Manila, H2. Brand awareness is co

relational with/ affects the market sales of the brand, and H3. Brand perceive performance

is co relational with/affects the market sales of the brand) in establishing correlation ships

between or among constructs used. Second, is to choose measures to represents such

constructs of interest (brand awareness, brand image, and brand perceived performances).

Third, pursue an empirical study to test the hypothesis and 4th. Analysis of the gathered data

to check whether the hypothesis or its alternative can explain the relationships if there’s

any between variables. In this case, the measurements for co relationships between/among

variables is done thru the Pearson’s Correlation analysis

Pearson’s Correlation Analysis:

According to Malhotra (2004), correlation analysis is a

statistical summary of the strength of association between two metric

variables which is called Pearson’s Correlation Analysis. It refers to the

Pearson’s correlation coefficient in describing or analyzing relationships

between variables. In this case, the relationships we tested for are the

market sales (brand marketability) and the brands awareness and

perceived brand performances. The coefficient which is represented by

‘r” indicates both the magnitude of the linear relationships and its

directions. The book Elementary Statistics by Basilica Ebora Blay has

summarized its principle:

Between ± 0.80 to ± 0.99 high correlation

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Between ± 0.60 to ± 0.79 moderately high correlation

Between ± 0.40 to ± 0.59 moderate correlation

Between ± 0.20 to ± 0.39 low correlation

Between ± 0.01 to ± 0.19 negligible correlation

Results from the study is reflected in the table belowReliability Test

Number Constructs

alpha constructs "r' # of items

Brand Awareness Top of Mind 0.167219101 7

Other Brand Awareness 0.409281125 9

Brand ever owned 0.20810738 8

Brand ever driven/ridden 0.68929288 5

brands on last purchased 0.467679798 4

brands on next purchase 0.676015421 5

Brands unlikely to buy 0.468907131 6

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Hypothesis Testing

SUMMARY OUTPUTBrand awareness top of mind VS. market sales

Regression StatisticsMultiple R 0.167219101R Square 0.027962228 "r"=0.17Adjusted R Square -0.166445327Standard Error 20082.34392Observations 7

ANOVAdf SS MS F Significance F

Regression 1 58007938.79 58007938.79 0.143833031 0.720072292Residual 5 2016502686 403300537.3Total 6 2074510625

Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0%Intercept 13607.80788 10641.52352 1.278746211 0.257121024 -13747.09917 40962.71493 -13747.09917 40962.71493X Variable 1 707.1551724 1864.598823 0.379253255 0.720072292 -4085.94869 5500.259035 -4085.94869 5500.259035

p value for the t-test for slope

05 step solution p value of the f-test for slopelet pr be the population correlation1. Ho: Pr=0, there's no correlation between the brand awareness and the market sales for the brand or brand awareness does not affect market sales H1: Pr≠ 0; there's a correlation between brand awareness and the market sales of the car brand.

2. ɚ=0.05; rcomputed= 0.17; p-value for slope=0.7200722923. Reject H1 if p-value for slope (0.720072292) ≤ (0.05), otherwise if p-value for slope (0.720072292) > (0.05), Accept H14. Decision: Accept H1 because p-value for slope (0.720072292) > (0.05)5. Conclusion:

A correlation coefficient is the magnitude or the degree of relationships between two variables.

Between +-0.80 to +-0.99 high correlationBetween +-0.60 to +-0.79 moderately high correlationBetween +-0.40 to +-0.59 moderate correlationBetween +-0.20 to +-0.39 low correlationBetween +-0.01 to +-0.19 negligible correlationSource: Elementary Statistics, Basilia Ebora Blay, Anvil Publishing ,2007

whereas rxy = 0.17, negligible correlation

there is only negligible correlation between the brand awarenessand the market sales of the car brands.

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SUMMARY OUTPUT

Regression StatisticsMultiple R 0.409281125R Square 0.167511039Adjusted R Square 0.048584044Standard Error 16388.11853Observations 9


Regression 1 378286794.9 378286794.9 1.408519905 0.274013385Residual 7 1879993002 268570428.9Total 8 2258279797

Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0%Intercept 4252.693695 9957.831471 0.427070262 0.682156802 -19293.83609 27799.22348 -19293.83609 27799.22348X Variable 1 999.205132 841.9245269 1.186810813 0.274013385 -991.6300219 2990.040286 -991.6300219 2990.040286

5 step solution p value of the f-test for slopelet pr be the population correlation1. Ho: Pr=0, there's no correlation between the other brand awareness and the market sales for the brand or other brand awareness does not affect market sales H1: Pr≠ 0; there's a correlation between other brand awareness and the market sales of the car brand.




whereas rxy = 0.41, moderate correlation

there is moderate correlation between the other brand awarenessand the market sales of the car brands.

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SUMMARY OUTPUT



Regression 1 394343423.4 394343423.4 2.71564304 0.19792695Residual 3 435635410.4 145211803.5Total 4 829978833.8

Coefficients Standard Error t Stat P-value Lower 95% Upper 95%Lower 95.0%Upper 95.0%Intercept 42736.71198 10471.22791 4.081346747 0.026567329 9412.591398 76060.83 9412.591 76060.83X Variable 1 -831.1804485 504.3813008 -1.647920823 0.19792695 -2436.346856 773.986 -2436.35 773.986

5 step solution p value of the f-test for slopelet pr be the population correlation1. Ho: Pr=0, there's no correlation between the brand ever driven/ridden and the market sales for the brand or brand ever driven/ridden does not affect market sales H1: Pr≠ 0; there's a correlation between brand ever driven/ridden and the market sales of the car brand.




whereas rxy = 0.69, moderately high correlation

there is moderately high correlation between the brand ever driven/ridden and the market sales of the car brands.

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SUMMARY OUTPUT

Regression StatisticsMultiple R 0.208107R Square 0.043309Adjusted R Square -0.11614Standard Error 17496.77Observations 8


Regression 1 83151490 83151490 0.271615 0.620918357Residual 6 1.84E+09 3.06E+08Total 7 1.92E+09

CoefficientsStandard Error t Stat P-value Lower 95% Upper 95%Lower 95.0%Upper 95.0%Intercept 14387.96 10960.37 1.312726 0.237249 -12431.09285 41207.01 -12431.1 41207.01X Variable 1 483.6322 927.9787 0.521167 0.620918 -1787.049953 2754.314 -1787.05 2754.314

5 step solution p value of the f-test for slopelet pr be the population correlation1. Ho: Pr=0, there's no correlation between the bcar brand own and the market sales for the brand or brand ever driven/ridden does not affect market sales H1: Pr≠ 0; there's a correlation between car brand own and the market sales of the car brand.




whereas rxy = 0.21, low correlation correlation

there is low correlation between the car brand own and the market sales of the car brands.

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SUMMARY OUTPUT



Regression 1 3.79E+08 3.79E+08 2.52483 0.21028Residual 3 4.51E+08 1.5E+08Total 4 8.3E+08

CoefficientsStandard Error t Stat P-value Lower 95%Upper 95%Lower 95.0%Upper 95.0%Intercept 57366.62608 19312.43 2.970451 0.059047 -4094.15 118827.4 -4094.15 118827.4X Variable 1 -1653.085735 1040.35 -1.58897 0.21028 -4963.94 1657.771 -4963.94 1657.771

5 step solution p value of the f-test for slopelet pr be the population correlation1. Ho: Pr=0, there's no correlation between the car brand likely to buy next and the market sales for the brand or brand ever driven/ridden does not affect market sales H1: Pr≠ 0; there's a correlation between car brand likely to buy next and the market sales of the car brand.





there is moderately high correlation between the car brand likely to buy next and the market sales of the car brands.

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SUMMARY OUTPUT




CoefficientsStandard Error t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0%Intercept 16072.73609 10273.59 1.564471 0.192755 -12451.3 44596.79804 -12451.32586 44596.79804X Variable 1 1438.542796 1354.841 1.06178 0.34819 -2323.1 5200.184691 -2323.099099 5200.184691

5 step solution p value of the f-test for slopelet pr be the population correlation1. Ho: Pr=0, there's no correlation between the car brand unlikely to buy next and the market sales for the brand or brand ever driven/ridden does not affect market sales H1: Pr≠ 0; there's a correlation between car brand unlikely to buy next and the market sales of the car brand.





there is moderate correlation between the car brand unlikely to buy next and the market sales of the car brands.

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SUMMARY OUTPUT

Regression StatisticsMultiple R 0.467679798R Square 0.218724394Adjusted R Square-0.17191341Standard Error18005.98648Observations 4



CoefficientsStandard Error t Stat P-value Lower 95%Upper 95%Lower 95.0%Upper 95.0%Intercept 43365.28106 22459.9 1.930787 0.193257 -53271.9 140002.4 -53271.9 140002.4374X Variable 1-1061.85559 1419.071 -0.74828 0.53232 -7167.62 5043.912 -7167.62 5043.912108

5 step solution p value of the f-test for slopelet pr be the population correlation1. Ho: Pr=0, there's no correlation between the car brand last purchase and the market sales for the brand or brand ever driven/ridden does not affect market sales H1: Pr≠ 0; there's a correlation between car brand last purchase and the market sales of the car brand.





there is moderate correlation between the car brand last purchase and the market sales of the car brands.

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Managerial Implications

In Marketing, the term Branding is such a significant

word. But accordingly branding can be summarised into three concepts;

share of mind, share of heart, and share of wallet. All three have

something to do with the brands perception; an image that the brand

would like to portray and be seen as by its target market. Normally, the

brands objectives start from aiming to be the top brand in the mind of

its target consumers. Retention or recall activities is very important for a

brand to be always remember by consumer just when the time the

prospect decides to purchase the related product in the brands

category. And if not the first brand at least to be one of the many or few

brands that the consumer may think of so as to be part of the list of

choices during the buying decision. However, awareness is not all that it

is needed. The brand should be minded of its significance to its target

market. Significance in the sense that it’s functional and as well as

emotional attachments to each and every consumer can be used during

the decision process of buying the product. Hence, creating a likeable

and useful to the brand image is another aim for every brand managers.

Brand image is established for over a period of time. It necessarily

dictates that brand surveys what its target market would want to have in

a brand and then from there it creates its image to extend other than its

actual brand characteristics. This is what refers to getting the share of

hearts of your market. This is what this survey research points out. Yes

actual brand quality is very important. But there are a lot of brands in

every single category now. How a brand leverage among its competitors

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start from how it is being perceive and what the brand is doing to be

perceive as it wanted to be perceived. Applicably, the automobile

industry has lots of brands in competition. Toyota was able to topple the

former leaders due to its actions and ability of being more a customer

centric, the opposite of what then car leaders were doing.

Along with improving its actual strength and benefits

(quality and functions), brands must understand the behavior and

attitude of its target market. Understanding consumer behavior is

always as significant as delivering or emphasizing the value of quality

for every car brands. Perhaps, there are more better quality cars than

Toyota. It may probably be less functional and less valuable than some

barnds out there in the market. But, obviously, Toyota leads not because

of its super and best quality characteristics. But because it was able to

cut share enough to the minds and hearts of its consumers hence being

able to have a larger share in the wallet of its markets. It is an

observation to the researchers that Korean brands esp. Hyundai is

learning from Toyota’s experiences. Though, a long and very extensive

efforts this brand must to be able to surpass the former’ in the car

industry leadership.

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Chapter 5

CONCLUSION AND RECOMMENDATION

Branding is all about getting the share of mind, share of

heart and ultimately the share of wallet based on the brand’s target

market. Brands are actually the totality of all the experiences, related to

the product/s, services and the company that creates and delivers it. In

an article on line entitled, Brand Perception and Decision Making

(http://www.infotrends.com/public/Content/MRD/Projectdescriptions/

brandperception.html), the writer summarizes his views about brand

perception as the customers’ functional as well as emotional

experiences with the brand. Attachments and associations that the

customers may have over a period of time thru the various sources such

as personal encounter with the product/services, the company’s staff

and employees, the so-called customers service, thru friends and

colleagues who have also had encountered/experience with it, and the

various advertising and promotions/campaign,

Hence, Brand managers need to know and understand how the

consumers perceive and select products and services in each and every

category the brand is competing for. This is leveraging. This is what

brands must do.

In the car industry in the Philippines, several major brands play in

competition.

Toyota and Hyundai are two of the front runners. Both must think about

their consumers. Both must understand how their specific targets

73

http://www.infotrends.com/public/Content/MRD/Projectdescriptions/brandperception.html

http://www.infotrends.com/public/Content/MRD/Projectdescriptions/brandperception.html


markets perceive their brands, and what measurements do these

markets uses in selecting/deciding which brands to choose and buy.

This research have verified that there is correlation

between brand awareness and market sales (marketability), between

brand preferences and marketability, between having a good brand

image and market (Summary of degree of correlation is provided

herein) sales. However, the degree of correlation varies While it is not

very conclusive to generalize that this research have of its results, since

only few samples were undertaken; that it is by one of recommendation

that another survey must be conducted of a much larger scope; but it is

a verification that when consumers are aware of the brand, the higher

the percentage that this brand may be part of the consumers list of

brand choices, thus the probability to increase it sales. In the same way,

that when consumers have perceived a brand, associate it with

things/images they can relate to, being such the brand may expect a

greater market share. Toyota and Hyundai seems to know these

principles. Their sales performance may speak for themselves.

Accordingly, Toyota must continue its focus on being customers centric.

Listen to their consumers. Surveys like this help. Remember that market

is an ever changing place.

Though consumer behavior sets a pattern, but consumers are people

who think and acts, subject to several changes. To stay on top, brands

must always ready for innovation and change. Hyundai is a relatively

new player. But this far, it has shown its capability to slice a bigger

market share. Just like when Toyota was able to take control the car

74


industry from the Detroits’ big tree. Hyundai is a threat to its leadership.

This research recommends to every stakeholders to look at their

position as it becomes clear here the correlations of every variables.

Variables such as brand awareness, brand image, brand preferences

(satisfaction) that directly affects marketability of a brand.

The results are suggestive. Buyers and intenders of new

cars may use the numbers to help them decide whether which brand to

choose the next time they decide to purchase a car. This research

focused on the opinions of business executives. A way varied market

segments are there to be explore.

75


REFERENCESInternet sources

2013 Car Brand Perception Survey | Best Car Brands - Consumer

Reports. (2013, April 13). Consumer Reports Online. Retrieved

April 12, 2013, from

http://www.consumerreports.org/cro/2013/02/2013-car-brand-

perception-survey/index.htm

Brand Image - Meaning and Concept of Brand Image. (2013, April 13).

Management Study Guide - Free Training Guide for Students and

Entrepreneurs.. Retrieved April 12, 2013, from

http://www.managementstudyguide.com/brand-image.htm

Business Executives. (2013, April 13). ISEEK | Minnesota's career,

education, and job resource. Retrieved April 12, 2013, from

http://www.iseek.org/careers/careerDetail?oc=100262

Cars of the Philippines - Wikipedia, the free encyclopedia. (n.d.).

Wikipedia, the free encyclopedia. Retrieved April 12, 2013, from

http://en.wikipedia.org/wiki/Cars_of_the_Philippines

Hyundai Motor Company - Wikipedia, the free encyclopedia. (n.d.).

Wikipedia, the free encyclopedia. Retrieved April 12, 2013, from

http://en.wikipedia.org/wiki/Hyundai_Motor_Company

News

2013 Car Brand Perception Survey: Consumers name their top 20

brands. (2013, April 13). Consumer Reports News. Retrieved April

12, 2013, from

http://news.consumerreports.org/cars/2013/02/2013-car-brand-

perception-survey-consumers-name-their-top-20-brands-1.html

76

http://news.consumerreports.org/cars/2013/02/2013-car-brand-perception-survey-consumers-name-their-top-20-brands-1.html

http://news.consumerreports.org/cars/2013/02/2013-car-brand-perception-survey-consumers-name-their-top-20-brands-1.html


MAYNARD, M. (2013, April 13). Move Over G.M., Toyota Is No. 1 - New

York Times. The New York Times - Breaking News, World News &

Multimedia. Retrieved April 12, 2013, from

http://www.nytimes.com/2007/04/25/automobiles/25auto.html?

_r=2&oref=slogin&

Journal

Hossain, E. (2008). An Evaluation of Brands Image, Product Attributes

and Perceived Quality of a Selected Consumer Non-durable

Product. n/a, n/a, 48-63.

Dawson, C. (2013, April 13). Toyota Again World's Largest Auto Maker -

WSJ.com. The Wall Street Journal - Breaking News, Business,

Financial and Economic News, World News & Video - Wall Street

Journal - Wsj.com. Retrieved April 13, 2013, from

http://online.wsj.com/article/SB10001424127887

77

http://www.nytimes.com/2007/04/25/automobiles/25auto.html?_r=2&oref=slogin&

http://www.nytimes.com/2007/04/25/automobiles/25auto.html?_r=2&oref=slogin&


Sample Copy of the QuestionnaireA Comparative Study on the Image and Perception between

Toyota and Hyundai Cars among Business Executives in Metro Manila

Respondents Name: _________________________________________Respondent No.: _____

Hello! We are students from the De La Salle College of Saint Benilde, under the class advisory of Prof. Zenaida De Guzman. We are currently conducting a research study about automobiles. We would like you to participate by answering some questions pertaining to your car experience and perception. This is in partial fulfilment of the requirements in our class, METHRES. All your responses will be handles with utmost confidence. There are no right or wrong answers, only your valuable opinions. We would very much appreciate your cooperation. Thank you!Screening Questions:SQ.1. Do you or any of your household members work in the following industry?

Yes

No Don’t know/Refuse

Automobile industry ie, car manufacturing, distribution/dealership, service, repair or maintenance

1 2 3

Advertising/Public Relations company

1 2 3

Auto insurance company 1 2 3

Media ie, TV, Radio, and Print.1 2 3

Market Research/PR Agency1 2 3

None of the above Continue

SQ2.Do you currently own a private passenger vehicle that was purchased new for the last 5 years?

Yes 1 Continue

78


No 2SQ3. Are you one of the decision-makers for any of that car/s purchased?

Yes 1 Continue

No 2SQ4. Which of the following best describe your position in your company of employment?Top Management (ie.Owner, Partner, Chairman,CEO, President,COO,VP, BOD,CFO CIO,Corporate Head,etc)

1 Continue

Middle Management(ie.General Mgr., Plant Mgr.,Regional Mgr., Divisional Mgr., etc)

2 Continue

1st Level Management (ie.Office Mgr.,Department Mgr., Store Mgr., Branch Mgr., Section Head etc.)

3 Continue

None of the above 4

SQ5. Which of the following best describe your personal/household monthly income?

Personal Household

Php35,000,00 to Php50,000.00

1 1 Continue

Php50,001.00 to Php100,000.00

2 2 Continue

Php100,001.00 to

Php500,000.003 3 Continue

Php500,001.00 or above 4 4 Continue

SQ6. Which of the following best described your age?

25yrs. old to 34 yrs. old

1 Continue


2 Continue


3 Continue

79


55 yrs. old to 65 yrs. old

4 Continue

SQ7. Where is your place of residence/work?Residence Work

Within Metro Manila 1 2

Outside Metro Manila 1 2

Brand IndexQ1. When thinking about cars, what is the first brand that comes to your mind? S/A Answer:________________Q2. What other car brands are you aware of? M/AAnswers:___________; ______________; ______________; ______________

Q3. Which of the car brands that you have mentioned have you ever owned? M/A

Answers:___________; _______________; _____________; _______________

Q4. Which of the car brands that you are aware of have you ever ridden/driven? M/A

Answers: _____________; _____________; _____________; ________________

Q5. I have here 5 car brands; I would like you to tell me which of the following statements best describe your opinions about the brand. Statements Honda Hyunda

iKia Mitsubis

hiToyota

(1.) I am not aware of this brand

5 6 9 12 14

(2.) I have only heard the name 5 6 9 12 14(3.) I know little about the brand 5 6 9 12 14(4.) I know this brand very well. 5 6 9 12 14(5.) I know this brand better than any other brand.

5 6 9 12 14

Q6. Thinking everything all about you’ve heard and know about these brands, please tell me which of the following statements best describe your overall impression on each brand.

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Statement Honda Hyundai

Kia Mitsubishi

Toyota

(1.) It is one of the worst automotive brands.

5 6 9 12 14

(2.) It is not as good as the other brands.

5 6 9 12 14

(3.) It is as good as the other brands.

5 6 9 12 14

(4.) It is better than the other brands..

5 6 9 12 14

(5.)It is the best band among all other brands.

5 6 9 12 14

Purchase ConsiderationsBrand Preference

Honda

Hyundai

Kia Mitsubishi

Toyota

None of the these

Q7. When you first start thinking about purchasing a new car, which brands did you consider even to just a slight degree? Please select all that apply.(M/A)

5 6 9 12 14 99

Q8. What were your reasons for considering such brands? (M/A).Reasons for Consideration Hond

aHyund

aiKia Mitsubis

hiToyot

a

None of the these

a.) I had a good driving/riding experience with this car. 5 6 9 12 14 99b.) I had a positive ownership experiences with good service. 5 6 9 12 14 99c.) I’ve heard many people express positive feedback/comments about this brand.

5 6 9 12 14 99

d.) I’ve seen positive and encouraging advertisements in TV, print, radio, internet

5 6 9 12 14 99

81


about this brand.e) Design (exterior/interior) that I want is available. 5 6 9 12 14 99f. )The body type and model that I want is available. 5 6 9 12 14 99g).The car exhibits good performance for engine, fuel economy, acceleration, etc.

5 6 9 12 14 99

h.) The brand has received awards and scored high ratings from leading automotive research companies and reviews.

5 6 9 12 14 99

i.) It has an extensive dealer network. 5 6 9 12 14 99j.) The dealer shop has a good performance/atmosphere with many cars on display.

5 6 9 12 14 99

k.)Dealer offered many/good incentives such as cash back, discount, trade-in value, promotions, etc.

5 6 9 12 14 99

l) Sales consultants are professional in terms of their attitude, appearance, and knowledge about cars.

5 6 9 12 14 99

m.) It has no or not so long waiting list upon signing a contract of purchase.

5 6 9 12 14 99

n.) It is fairly- priced and offers good value for money.

5 6 9 12 14 99

o.) I had many different choices of payment terms (lease, instalment plan)

5 6 9 12 14 99

p.) It has a good resale value. 5 6 9 12 14 99q.) The warranty

82


(duration/mileage) was good/ better than other brands.

5 6 9 12 14 99


5 6 9 12 14 99

s.) Others.(Pls. specify) 5 6 9 12 14 99

Q9. What is your current brand model and type: _____________________________

Factors of Consideration for next purchase

Q10. Among the

following which are the factors

for your next

purchase of a car?

Q11. Rank your choices in Q10 from 1-5 (1 being the most important)

a.) I had a good driving/riding experience with this car.

90 100

b.) I had a positive ownership experiences with good service.

90 100

c.) I’ve heard many people express positive feedback/comments about this brand.

90 100

d.) I’ve seen positive and encouraging advertisements in TV, print, radio, internet about this brand.

90 100

e) Design (exterior/interior) that I want is available.

90 100

f )The body type and model that I want is available.

90 100

g).The car exhibits good performance for engine, fuel economy, acceleration, etc.

90 100


90 100

83


i.) It has an extensive dealer network. 90 100

j.) The dealer shop has a good performance/atmosphere with many cars on display.

90 100


90 100


90 100


90 100

n.) It is fairly- priced and offers good value for money.

90 100

o.) I had many different choices of payment terms (lease, instalment plan)

90 100

p.) It has a good resale value. 90 100

q.) The warranty (duration/mileage) was good/ better than other brands.

90 100


90 100

s.) Others, pls. specify:_________ 90 100

Q12. What are the Top 5 brands you are NOT likely to buy on your next car purchase?

Answers: ________________; ___________________; _________________;

________________; ___________________;

Ask Q13, if code 6 in Q12, otherwise skip to Q14Ask Q14, if code 14 in Q12, otherwise skip to Q15.

Q13(What are your reasons for not intending to

Q14(What are

your reasons for not

intending to

84


buy Hyundai?)

buy Toyota?)

a.) I had a bad driving/riding experience with this car.

6 14

b.) Previous ownership experiences turned me off the brand due to poor service.

6 14

c.) I’ve heard many people express negative feedback/comments about this brand.

6 14

d.) I’ve seen many negative and not much good advertisements in TV, print, radio, internet about this brand.

6 14

e.) Design (exterior/interior) that I want is not available.

6 14

f )The body type and model that I want is not available.

6 14

g).The car exhibits poor performance for engine, fuel economy, acceleration, etc.

6 14

h.) The brand has not received awards and scored low ratings from leading automotive research companies and reviews.

6 14

i.) It does not have an extensive dealer network.

6 14

j) The dealer shop has a bad performance/ atmosphere with lack of cars on display.

6 14

k.)Dealer didn’t offer many incentives such as cash back, discount, trade-in value, promotions, etc.

6 14

l) Sales consultants are unprofessional in terms of their attitude, appearance, and knowledge about cars.

6 14

m.) I couldn’t get the car after I signed a contract as there was a long waiting list.

6 14

n.) It is not fairly- priced considering the brand value and product quality.

6 14

o.) I had limited choices of payment terms (lease, instalment plan)

6 14

p.) It has a low resale value. 6 14q.) The warranty (duration/mileage) was not good enough compare to other brands..

6 14

r.) Vehicle is too expensive to maintain (high fuel consumption, parts and repair cost/service cost, insurance etc.)

6 14


85


Q15. What are the Top 5 brands you are you LIKELY to buy on your next car purchase?

Answers: ________________; ___________________; ________________;

___________________; _________________

Q16. If you included Hyundai and/or Toyota in Q15 rank your Top 5 from the list below. (1 being the most important and 5 being the least important)

Reasons for consideration Hyundai Toyota

a.) I had a good driving/riding experience with this car.b.) I had a positive ownership experiences with good service.c.) I’ve heard many people express positive feedback/comments about this brand.d.) I’ve seen positive and encouraging advertisements in TV, print, radio, internet about this brand.e) Design (exterior/interior) that I want is available.f. )The body type and model that I want is available.g).The car exhibits good performance for engine, fuel economy, acceleration, etc.h.) The brand has received awards and scored high ratings from leading automotive research companies and reviews.i.) It has an extensive dealer network.j.) The dealer shop has a good performance/atmosphere with many cars on display.k.)Dealer offered many/good incentives such as cash back, discount, trade-in value, promotions, etc.l) Sales consultants are professional in terms of their attitude, appearance, and knowledge about cars.m.) It has no or not so long waiting list upon signing a contract of purchase.n.) It is fairly- priced and offers good value for money.o.) I had many different choices of payment

86


terms (lease, instalment plan)p.) It has a good resale value.q.) The warranty (duration/mileage) was good/ better than other brands.r.) Vehicle is economical to maintain (low fuel consumption, parts and repair cost/service cost, insurance etc.)s.) Others.(Pls. specify)

Q17. How would you rate the overall performance of your current car based on experience (durability, reliability, fuel efficiency)? Please rate using a 7 point scale.; Where 1 most dissatisfied and 7 most satisfied. You can choose between 1 and 7.

1 2 3 4 5 6 7Most Dissatisfied Neither Most Satisfied Q18.Considering the price and your budget as well as your personal impression of this brand since the time you have owned it, how likely would you repurchase your current car brand as your next car? Please rate using a 7 point scale.

1 2 3 4 5 6 7Never Repurchase Neither Must RepurchaseQ19. Now, please indicate how much are you willing to recommend the brand of your current car? Please rate using a 7 point scale. Neutral

1 2 3 4 5 6 7Definitely would not recommend it. Definitely would recommendBrand Image Q20. Now you will see a list of image attributes that could be used to describe the general image of car brands. Which between Hyundai and Toyota do you think matches with each attributes? You can choose either of the two or both or none of them as you wish for each attribute. Attributes Hyundai Toyota Neither1. Good quality 6 14 992. Technologically advanced

6 14 99

3.Good design 6 14 994. Good driving performance

6 14 99

5. Good fuel economy 6 14 996. Good dealership appearance

6 14 99

7. Good after sales service 6 14 998. Good resale value 6 14 99

87


9. Good warranty 6 14 9910. Value for money 6 14 9911. Environmentally Friendly

6 14 99

12.Proud/Confidence 6 14 99

Brand PerformanceQ21. Notwithstanding the car that you owned currently, how likely would you rate the following car brand(s) in terms of?Toyotaa. How much are you satisfied with its overall performance based on your overall impression (about everything you have heard about or if used before based on past usage experience)? Please rate using the 7 point scale.

1 2 3 4 5 6 7Most Dissatisfied Neither Most Satisfiedb. Considering the price and your budget as well as your personal impression of this brand how likely would you purchase your this car brand for your next car? Please rate using a 7 point scale.

1 2 3 4 5 6 7Never will Purchase Neither Must Purchasec. Please indicate how much are you willing to recommend this brand? Please rate using a 7 point scale. Neutral

1 2 3 4 5 6 7Definitely would not recommend it. Definitely would recommendHyundaia. How much are you satisfied with its overall performance based on your overall impression (about everything you have heard about or if used before based on past usage experience)? Please rate using the 7 point scale.

1 2 3 4 5 6 7Most Dissatisfied Neither Most Satisfied

b. Considering the price and your budget as well as your personal impression of this brand how likely would you purchase this car brand for your next car? Please rate using a 7 point scale.


1 2 3 4 5 6 7

88


Definitely would not recommend it. Definitely would recommendAsk only brand between Hyundai and Toyota not owned by respondents currently.Q22. Assuming that the value of your current car is 100, and all conditions such as options and equipment were the same, how much are you willing to pay for the brand (mention brand Toyota/ Hyundai, either brand not owned currently by the respondent).Current Brand 6. Hyundai 14. Toyota100

Respondent Profile:Name:________________Address: ______________ Office Address: _______________Email Address*:_______________ Contact details*:______________Job Title:_____________ Industry:____________Car ownership (Brand Model and Type) Civil Status:________________________________(* - optional) Thank you!!!!

Pretested Questionnaires #1

A Comparative Study on the Image and Perception between Toyota and Hyundai Cars among Business Executives in Metro Manila

Respondents Details:

89


Respondents Name:George Schultze, Jr.

Respondent #___1___ (Precoded:male:odd# female:even#)

Home Address: San Felipe st. AAV Muntinlupa City

Contact Details:

Hse #807-0551

ofc#:047-2521211Office Address: Duty Free Cmpd. Olongapo City Mobile#

Email Address: [email protected]

Job Title: Chairman/__CEO____________Industry:Freight Forwarding

Car Owns: (Brand Model and Type) Refer Q9: Toyota Fortuner

Civil Status:(1)single(2)married/w/partner (3)separated/divorce(4)widowed

Interviewer Name:GS

Date/Time of Interview3/21/13; 9pm

Hello! We are some Marketing students from the Dela Salle-College of Saint Benilde under the class advisory of Prof. Zenaida De Guzman. We are currently conducting a research study about vehicles like the one you are driving, and we would like you to participate by answering some questions pertaining to your car experience and perception. This is in partial fulfilment of the requirements in our class, METHRES. All your responses will be handled with utmost confidence. There is no right or wrong answers, only your valuable opinions. We would very much appreciate your cooperation. Thank you and good day!

Screening Questions:SQ.1. Do you or any of your household members work in the following industry?

Yes,(thank and

close interview)

No, (continue interview)

Don’t know/Refuse (Thank and close interview)


1 2 3


1 2 3

90



Media ie, TV, Radio, and Print. 1 2 3

Market Research/PR Agency 1 2 3None of the above Continue

SQ2.Do you currently own a private passenger vehicle in your household that was purchased new for the last 5 years?

Yes 1 Continue

No 2 TerminateSQ3. Are you one of the decision-makers for any of that car/s purchased?

Yes 1 Continue

No 2 Terminate

SQ4. In this company you’re working for, which best describe your role in its organizational structure?

Top Management (ie.Owner, Partner, Chairman,CEO, President,COO,VP, BOD,CFO CIO,Corporate Head,etc)

1 Continue


2 Continue


3 Continue

None of the above 4 Terminate

SQ5. Which of the following best describe your personal/household monthly income?Personal Household

Less than Php15,000.00 1 1 Terminate

Php15,001.00 to Php34,999.00 2 2 Terminate

Php35,000,00 to Php50,000.00 3 3 Continue

Php50,001.00 to Php100,000.00 4 4 Continue




Less than 25 yrs. old 1 Terminate

91


25yrs. old to 34 yrs. old 2 Continue



55 yrs. old or above 5 ContinueSQ7. Where is your place of residence/work?

Residence Work

Within Metro Manila 1 2Terminate if not

coded 1 or 2

Outside Metro Manila 1 2Terminate if both

coded 1 and 2

Brand IndexQ1. When thinking about cars, what is the first brand that comes to your mind? It doesn’t matter if you own/driven this or not. What is important is that you are aware that such car brand exists. S/A(Unaided)Q2. Now, please tell me all the other brands you are aware of? It doesn’t matter if you own/driven this or not. What is important is that you are aware that such car brand exists. What else? ; Anything else? M/A (Unaided) Ask Q3 if codes 6 or 14 are not mention, both brands Hyundai and Toyota must be coded as aware brand, otherwise skip to Q4. (Ask for both if both codes 6 and 14, not aware brands).Q3. (If not code 6, ask) There are still other brands in the market today, aside from the brand you have mention, are there other Korean car brands you are aware of? Brands that you may have heard or/and seen anywhere or by any means. It doesn’t matter if you own/driven this or not. What is important is that you are aware that such Korean car brand exists. (Interviewer note: try to aid respondent to recall the brand Hyundai, BUT without necessarily mentioning this brand). (If not code 14, ask) There are still other brands in the market today, aside from the brand you have mention, are there other Japanese car brands you are aware of? Brands that you may have heard or/and seen anywhere or by any means. It doesn’t matter if you own/driven this or not. What is important is that you are aware that such Japanese car brand exists. (Interviewer note: try to aid respondent to recall the brand Toyota, BUT without necessarily mentioning this brand).Q4. Which of the car brands that you have mention have you ever driven? ? (Note: Interviewer mentions all the brands that respondent is aware Q1, Q2, Q3 (Aided)Q5. Which of the car brands that you are aware of have you ever own? (Note: Interviewer mentions all the brands that respondent is aware only, Q1, Q2, Q3 (Aided)

Q1.Awareness TOM(Unaided)

Q2.Others(Unaided)

Q3.Awareness (Aided)

Q4.Ever Driven

Q5.Ever Own

Audi 1 1 1 1 1BMW 2 2 2 2 2Chevrolet 3 3 3 3 3Ford 4 4 4 4 4

92


Honda 5 5 5 5 5Hyundai 6 6 6 6 6Isuzu 7 7 7 7 7Jaguar 8 8 8 8 8Kia 9 9 9 9 9Mazda 10 10 10 10 10Mercedez Benz 11 11 11 11 11Mitsubishi 12 12 12 12 12Nissan 13 13 13 13 13Toyota 14 14 14 14 14Volkswagen 15 15 15 15 15Volvo 16 16 16 16 16Others: 17 17 17 17 17

Q6 I have here a list of car brands; I would like you to tell me which of the following statements best describe your opinions about the brand. (Interviewer note: Unaware brand, if respondent answers (1) should be checked automatically, in Q1, Q2, Q3).(1.) I am not aware of this brand. (2.) I have only heard the name.(3.) I know little about the brand.(4.) I know this brand very well.(5.) I know this brand better than any other brand.

BrandI am not aware of

this brand(1)

I have only heard

the name(2)

I know little about the brand (3.)

I know this brand very well.

(4.)

I know this brand better

than any other brand. (5.)

4.Ford (1.) (2.) (3.) (4.) (5.)

5.Honda (1.) (2.) (3.) (4.) (5)

6.Hyundai (1.) (2.) (3.) (4.) (5.)

7. Isuzu (1.) (2.) (3.) (4.) (5.)

9. Kia (1.) (2.) (3.) (4.) (5.)10.Mazda (1.) (2.) (3.) (4.) (5.)

12. Mitsubishi (1.) (2.) (3.) (4.) (5.)

13.Nissan (1.) (2.) (3.) (4.) (5.)

14.Toyota (1.) (2.) (3.) (4.) (5.)

Q7. Thinking everything all about you’ve heard and know about these brands, please tell me which of the following statements best describe your overall impression on each brand.(1.) It is one of the worst automotive brands.

93


(2.) It is not as good as the other brands.(3.) It is as good as but not better than most brands.(4.) It is better than most other brands.(5) It is one of the best automotive brands.

It is one of the worst

automotive brands. (1.)

It is not as good as the

other brands. (2.)

It is as good as but not better than

most brands (3.)

It is better than most

other brands. (4.)

It is one of the best

automotive brands.(5)

4.Ford (1.) (2.) (3.) (4.) (5)

5.Honda (1.) (2.) (3.) (4.) (5)

6.Hyundai (1.) (2.) (3.) (4.) (5)

7. Isuzu (1.) (2.) (3.) (4.) (5)

9. Kia (1.) (2.) (3.) (4.) (5)

10.Mazda (1.) (2.) (3.) (4.) (5)

12. Mitsubishi

(1.) (2.) (3.) (4.) (5)

13.Nissan (1.) (2.) (3.) (4.) (5)

14.Toyota (1.) (2.) (3.) (4.) (5)

Purchase ConsiderationsBrand PreferenceQ8. When you first start thinking about purchasing a new car, which brands did you consider even to just a slight degree? Please select all that apply.(M/A Possible).(Aided)

Ford(4)

Honda(5)

Hyundai(6)

Isuzu(7)

Kia(9)

Mazda(10)

Mitsubishi(12)

Nissan(13)

Toyota(14)

Others, specify:___________(17)

Q9. What were your reasons for considering such brands? (M/A)(Check all that applies) Q10. What were the top 5 most compelling reasons for deciding which brand to buy at that time? (Rank from 1 to 5, where 1 is the first most important, 2 is 2nd most important and so on.)

Q9 Q10a.) I had a good driving/riding experience with this car. /b.) I had a positive ownership experiences with good service.

/ 1


/ 5


94


e) Design (exterior/interior) that I want is available. / 2f. )The body type and model that I want is available. / 3g).The car exhibits good performance for engine, fuel economy, acceleration, etc.

/ 4


/

i.) It has an extensive dealer network. /j.) The dealer shop has a good performance/atmosphere with many cars on display.k.)Dealer offered many/good incentives such as cash back, discount, trade-in value, promotions, etc.l) Sales consultants are professional in terms of their attitude, appearance, and knowledge about cars.m.) It has no or not so long waiting list upon signing a contract of purchase.n.) It is fairly- priced and offers good value for money. /o.) I had many different choices of payment terms (lease, instalment plan)

/

p.) It has a good resale value. /q.) The warranty (duration/mileage) was good/ better than other brands.

/


/

s.) Others.(Pls. specify)availability of the car for purchase

/

(Interviewer ask the respondent’s latest/current car brand purchased and use)Q11.Current brand model and type: __Toyota FortunerCode (6); (Hyundai); code (14) Toyota; (17) others (Ask Q12 if brand purchased is code 6 or/and code 14, otherwise skip to Q13).Q12 For the latest brand you have purchased, what were the reasons why you decided to choose and purchased that brand?(M/A)(Check all that applies)Q13. If you are to purchase in the next two years of a new car, which of the following reasons will serve as your factors for considering the brand of your choice.(M/A)(Check all that applies).Q14. Among these reasons, which would serve as your top five factors/ considerations for selecting the final brand of your choice, where 5 is your 5th most important, 4, your 4th

most important, 3, your 3rd most important, 2 ,your 2nd and 1 your most important factor for considering the brand you will likely to buy next.(Interviewer rank responses from 5 to 1, where 5 is the 5th most important and 1 is the most important, and so on).

Q12 Q13 Q14a.) I had a good driving/riding experience with this car. / / 1b.) I had a positive ownership experiences with good service.

/ /


/ /

d.) I’ve seen positive and encouraging advertisements in /

95


TV, print, radio, internet about this brand.e) Design (exterior/interior) that I want is available. / / 2f )The body type and model that I want is available. / /g).The car exhibits good performance for engine, fuel economy, acceleration, etc.

/ / 3


/ /

i.) It has an extensive dealer network. / / 4j.) The dealer shop has a good performance/atmosphere with many cars on display.

/ /


/


/ /


/ /

n.) It is fairly- priced and offers good value for money. / / 5o.) I had many different choices of payment terms (lease, instalment plan)

/ /

p.) It has a good resale value. / /q.) The warranty (duration/mileage) was good/ better than other brands.

/ /


/ /

s.) Others, pls. specify:_________ /

Q15. Thinking about your next purchase, which of any brands in the list you would not likely to buy?(M/A)

Ford(4)

Honda(5)

Hyundai(6)

Isuzu(7)

Kia(9)

Mazda(10)

Mitsubishi(12)

Nissan(13)

Toyota(14)


Ask Q16, if code 6 in Q15, otherwise skip to Q17Q16. I noticed that in your next car purchase, you’re not considering buying a Hyundai; may I know which of the following reasons would be the factors for not considering this brand?Ask Q17, if code 14 in Q15, otherwise skip to Q18.Q17. I noticed that in your next car purchase, you’re not considering buying a Toyota; may I know which of the following reasons would be the factors for not considering this brand?

Q16(Hyundai)

Q17(Toyota)

a.) I had a bad driving/riding experience with this car. 6

14b.) Previous ownership experiences turned me off the brand due to poor service. 6 14c.) I’ve heard many people express negative feedback/comments about this brand. 6 14

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d.) I’ve seen many negative and not much good advertisements in TV, print, radio, internet about this brand. 6 14

e.) Design (exterior/interior) that I want is not available. 6 14

f )The body type and model that I want is not available. 6 14g).The car exhibits poor performance for engine, fuel economy, acceleration, etc. 6 14


6 14

i.) It does not have an extensive dealer network. 6 14j) The dealer shop has a bad performance/ atmosphere with lack of cars on display. 6 14k.)Dealer didn’t offer many incentives such as cash back, discount, trade-in value, promotions, etc. 6 14


6 14

m.) I couldn’t get the car after I signed a contract as there was a long waiting list. 6 14n.) It is not fairly- priced considering the brand value and product quality. 6 14o.) I had limited choices of payment terms (lease, instalment plan) 6 14p.) It has a low resale value. 6 14q.) The warranty (duration/mileage) was not good enough compare to other brands.. 6 14r.) Vehicle is too expensive to maintain (high fuel consumption, parts and repair cost/service cost, insurance etc.)

6 14

s.) Others, pls. specify:_________ 6 14Q18. Thinking about your next purchase, which of any brands in the list you would likely to buy?(M/A) (Interviewer note: Check respondent’s answers in Q15, it should be that no answers inQ15 to be an answer brand in Q18).M/A

Ford(4)

Honda(5)

Hyundai(6)

Isuzu(7)

Kia(9)

Mazda(10)

Mitsubishi(12)

Nissan(13)

Toyota(14)


Q19. Among the brands you’re likely to buy, which brand is you’re most likely to buy next? S/A

Ford(4)

Honda(5)

Hyundai(6)

Isuzu(7)

Kia(9)

Mazda(10)

Mitsubishi(12)

Nissan(13)

Toyota(14)


Ask Q20 only if code 6 or code 14 in Q15. Otherwise skip to Q21.Q20. What are the five most compelling reasons for choosing the brand you most likely to buy in your next car purchase? Rank from 5 to 1, where 5 is the 5th most important and 1 being the 1st most important, and so on. (Interviewer Note: Ask for Hyundai if code 6, or

97


Toyota if code 14, for brand most likely to buy next. Rank either Hyundai or Toyota whichever brand most likely to purchase in Q16.)

6Hyundai

14Toyota

a.) I had a good driving/riding experience with this car. 1b.) I had a positive ownership experiences with good service.c.) I’ve heard many people express positive feedback/comments about this brand.

5

d.) I’ve seen positive and encouraging advertisements in TV, print, radio, internet about this brand.e) Design (exterior/interior) that I want is available. 4 2f. )The body type and model that I want is available. 3 3g).The car exhibits good performance for engine, fuel economy, acceleration, etc.

2 4

h.) The brand has received awards and scored high ratings from leading automotive research companies and reviews.i.) It has an extensive dealer network.j.) The dealer shop has a good performance/atmosphere with many cars on display.k.)Dealer offered many/good incentives such as cash back, discount, trade-in value, promotions, etc.l) Sales consultants are professional in terms of their attitude, appearance, and knowledge about cars.m.) It has no or not so long waiting list upon signing contract of purchase.n.) It is fairly- priced and offers good value for money. 1 5o.) I had many different choices of payment terms (lease, instalment plan)p.) It has a good resale value.q.) The warranty (duration/mileage) was good/ better than other brands.r.) Vehicle is economical to maintain (low fuel consumption, parts and repair cost/service cost, insurance etc.)s.) Others.(Pls. specify)

If current car brand in Q11 is code 6 or code 14, ask Q21, otherwise skip to Q24.Q21. You said your current car brand is (mention respondent’s car own in Q9).Considering your overall experiences with this car, how would you rate its overall performance (durability, reliability, fuel efficiency)? Please rate using a 7 point scale; where 1 very dissatisfied and 7 completely satisfied. You can choose between 1 and7.

1 2 3 4 5 6 7Very Dissatisfied Neither Completely SatisfiedQ22.Considering the price and your budget as well as your personal impression of this brand since the time you have owned it, how likely would you repurchase your current car brand as your next car? Please rate using a 7 point scale.

1 2 3 4 5 6 7

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Never Repurchase Neither Must RepurchaseQ23. Now, please indicate how much are you willing to recommend the brand of your current car? Please rate using a 7 point scale. Neutral

1 2 3 4 5 6 7Definitely would not recommend it. Definitely would recommend

Brand Image Q24. Now you will see a list of image attributes that could be used to describe the emotional image of car brands. Which between Hyundai and Toyota do you think matches with each attributes? You can choose either of the two or both or none of them as you wish for each attribute.

Attributes Hyundai Toyota None1.Creative 6 14 992.Caring 6 14 993. Impeccable 6 14 994. Responsible 6 14 995. Simple 6 14 996. Intuitive 6 14 997. Progressive 6 14 998. Proud 6 14 999. Original 6 14 9910. Smart 6 14 9911. Sustainable 6 14 9912. Sensible 6 14 99

Q25. Now you will see a list of image attributes that could be used to describe the functional image of car brands. Which between Hyundai and Toyota do you think matches with each attributes? You can choose either of the two or both or none of them as you wish for each attribute.

Attributes Hyundai Toyota None13. Good quality 6 14 9914. Technologically advance 6 14 9915.Good design 6 14 9916. Good driving performance 6 14 9917. Good fuel economy 6 14 9918. Good dealership appearance 6 14 9919. Good after sales service 6 14 9920. Good resale value 6 14 9921. Good warranty 6 14 9922. Value for money 6 14 99

Brand PerformanceAsk Q26: Both Hyundai and Toyota only if other brand owned by respondent code 17,(Others)

99


Else ask Q26: Toyota if brand owned in Q11 is code 6 (Hyundai)Else ask Q26: Hyundai if brand owned in Q11 is code 14 (Toyota)Q26. Notwithstanding the car that you owned currently, how likely would you rate the following car brand(s) in terms of?Toyotaa. How much are you satisfied with its overall performance based on your overall impression (about everything you have heard about or if used before based on past usage experience)? Please rate using the 7 point scale.

1 2 3 4 5 6 7Definitely Dissatisfied Neither Definitely Satisfiedb. Considering the price and your budget as well as your personal impression of this brand how likely would you purchase this car brand for your next car? Please rate using a 7 point scale.




1 2 3 4 5 6 7Never will Purchase Neither Must Purchasec. Please indicate how much are you willing to recommend this brand? Please rate using a 7 point scale. Neither

1 2 3 4 5 6 7Definitely would not recommend it. Definitely would recommendAsk only brand between Hyundai and Toyota not owned by respondents currently.Q27. Assuming that the value of your current car is 100, and all conditions such as options and equipment were the same, how much are you willing to pay for the brand (mention brand Toyota/ Hyundai, either brand not owned currently by the respondent). For example, if you gave it a 110, that is you are willing to pay 10% more for this brand than your current brand. You may opt to give it a more or less than your current brand which has a standard of 100. (Interviewer Note: If answer is 2 times, probe would this mean 200% of the current brand?)Current Brand (toyota) 6. Hyundai 14. Toyota

100 100

100


Thank You!

Pretested Questionnaire#2A Comparative Study on the Image and Perception between Toyota and Hyundai

Cars among Business Executives in Metro ManilaRespondents Details:Respondents Name:Eden Stockinger.

Respondent #___3_ (Precoded:male:odd# female:even #)

Home Address: Muntinlupa City Contact Details:

Hse #

ofc#:Office Address: Makati

Mobile#

Email Address: [email protected]

Job Title: __CEO____________Industry:Other Financial Services

Car Owns: (Brand Model and Type) Refer Q9: Volvo


Interviewer Name:jt


101




Yes,(thank and

close interview)




1 2 3


1 2 3





Yes 1 Continue

102



Yes 1 Continue

No 2 Terminate



1 Continue


2 Continue


3 Continue















Residence Work

103



coded 1 or 2


coded 1 and 2

Brand IndexQ1. When thinking about cars, what is the first brand that comes to your mind? It doesn’t matter if you own/driven this or not. What is important is that you are aware that such car brand exists. S/A(Unaided)Q2. Now, please tell me all the other brands you are aware of? It doesn’t matter if you own/driven this or not. What is important is that you are aware that such car brand exists. What else? ; Anything else? M/A (Unaided) Ask Q3 if codes 6 or 14 are not mention, both brands Hyundai and Toyota must be coded as aware brand, otherwise skip to Q4. (Ask for both if both codes 6 and 14, not aware brands).Q3. (If not code 6, ask) There are still other brands in the market today, aside from the brand you have mention, are there other Korean car brands you are aware of? Brands that you may have heard or/and seen anywhere or by any means. It doesn’t matter if you own/driven this or not. What is important is that you are aware that such Korean car brand exists. (Interviewer note: try to aid respondent to recall the brand Hyundai, BUT without necessarily mentioning this brand). (If not code 14, ask) There are still other brands in the market today, aside from the brand you have mention, are there other Japanese car brands you are aware of? Brands that you may have heard or/and seen anywhere or by any means. It doesn’t matter if you own/driven this or not. What is important is that you are aware that such Japanese car brand exists. (Interviewer note: try to aid respondent to recall the brand Toyota, BUT without necessarily mentioning this brand).Q4. Which of the car brands that you have mention have you ever driven? ? (Note: Interviewer mentions all the brands that respondent is aware Q1, Q2, Q3 (Aided)Q5. Which of the car brands that you are aware of have you ever own? (Note: Interviewer mentions all the brands that respondent is aware only, Q1, Q2, Q3 (Aided)


Q2.Others(Unaided)


Q4.Ever Driven

Q5.Ever Own

Audi 1 1 1 1 1BMW 2 2 2 2 2Chevrolet 3 3 3 3 3Ford 4 4 4 4 4Honda 5 5 5 5 5Hyundai 6 6 6 6 6Isuzu 7 7 7 7 7Jaguar 8 8 8 8 8Kia 9 9 9 9 9Mazda 10 10 10 10 10Mercedez Benz 11 11 11 11 11Mitsubishi 12 12 12 12 12Nissan 13 13 13 13 13Toyota 14 14 14 14 14

104


Volkswagen 15 15 15 15 15Volvo 16 16 16 16 16Others: 17 17 17 17 17



this brand(1)

I have only heard

the name(2)



(4.)



4.Ford (1.) (2.) (3.) (4.) (5.)

5.Honda (1.) (2.) (3.) (4.) (5)

6.Hyundai (1.) (2.) (3.) (4.) (5.)

7. Isuzu (1.) (2.) (3.) (4.) (5.)

9. Kia (1.) (2.) (3.) (4.) (5.)10.Mazda (1.) (2.) (3.) (4.) (5.)

12. Mitsubishi (1.) (2.) (3.) (4.) (5.)

13.Nissan (1.) (2.) (3.) (4.) (5.)

14.Toyota (1.) (2.) (3.) (4.) (5.)

Q7. Thinking everything all about you’ve heard and know about these brands, please tell me which of the following statements best describe your overall impression on each brand.(1.) It is one of the worst automotive brands.(2.) It is not as good as the other brands.(3.) It is as good as but not better than most brands.(4.) It is better than most other brands.(5) It is one of the best automotive brands.




other brands. (2.)


most brands (3.)


other brands. (4.)



105


4.Ford (1.) (2.) (3.) (4.) (5)

5.Honda (1.) (2.) (3.) (4.) (5)

6.Hyundai (1.) (2.) (3.) (4.) (5)

7. Isuzu (1.) (2.) (3.) (4.) (5)

9. Kia (1.) (2.) (3.) (4.) (5)

10.Mazda (1.) (2.) (3.) (4.) (5)

12. Mitsubishi

(1.) (2.) (3.) (4.) (5)

13.Nissan (1.) (2.) (3.) (4.) (5)

14.Toyota (1.) (2.) (3.) (4.) (5)


Ford(4)

Honda(5)

Hyundai(6)

Isuzu(7)

Kia(9)

Mazda(10)

Mitsubishi(12)

Nissan(13)

Toyota(14)



Q9 Q10a.) I had a good driving/riding experience with this car. / 3b.) I had a positive ownership experiences with good service.c.) I’ve heard many people express positive feedback/comments about this brand.d.) I’ve seen positive and encouraging advertisements in TV, print, radio, internet about this brand.

/


/ 1


/

i.) It has an extensive dealer network.j.) The dealer shop has a good performance/atmosphere with many cars on display.

106


k.)Dealer offered many/good incentives such as cash back, discount, trade-in value, promotions, etc.l) Sales consultants are professional in terms of their attitude, appearance, and knowledge about cars.

5

m.) It has no or not so long waiting list upon signing a contract of purchase.n.) It is fairly- priced and offers good value for money.o.) I had many different choices of payment terms (lease, instalment plan)p.) It has a good resale value.q.) The warranty (duration/mileage) was good/ better than other brands.r.) Vehicle is economical to maintain (low fuel consumption, parts and repair cost/service cost, insurance etc.)s.) Others.(Pls. specify)availability of the car for purchase

(Interviewer ask the respondent’s latest/current car brand purchased and use)Q11.Current brand model and type: __volvo/hyundaiCode (6); (Hyundai); code (14) Toyota; (17) others (Ask Q12 if brand purchased is code 6 or/and code 14, otherwise skip to Q13).Q12 For the latest brand you have purchased, what were the reasons why you decided to choose and purchased that brand?(M/A)(Check all that applies)Q13. If you are to purchase in the next two years of a new car, which of the following reasons will serve as your factors for considering the brand of your choice.(M/A)(Check all that applies).Q14. Among these reasons, which would serve as your top five factors/ considerations for selecting the final brand of your choice, where 5 is your 5th most important, 4, your 4th


Q12 Q13 Q14a.) I had a good driving/riding experience with this car. / / 1b.) I had a positive ownership experiences with good service.c.) I’ve heard many people express positive feedback/comments about this brand.d.) I’ve seen positive and encouraging advertisements in TV, print, radio, internet about this brand.e) Design (exterior/interior) that I want is available. / / 2f )The body type and model that I want is available. / /g).The car exhibits good performance for engine, fuel economy, acceleration, etc.

/ / 3

h.) The brand has received awards and scored high ratings from leading automotive research companies and reviews.i.) It has an extensive dealer network.j.) The dealer shop has a good performance/atmosphere / / 4

107


with many cars on display.k.)Dealer offered many/good incentives such as cash back, discount, trade-in value, promotions, etc.l) Sales consultants are professional in terms of their attitude, appearance, and knowledge about cars.

/ / 5

m.) It has no or not so long waiting list upon signing a contract of purchase.n.) It is fairly- priced and offers good value for money.o.) I had many different choices of payment terms (lease, instalment plan)

/ /

p.) It has a good resale value.q.) The warranty (duration/mileage) was good/ better than other brands.r.) Vehicle is economical to maintain (low fuel consumption, parts and repair cost/service cost, insurance etc.)s.) Others, pls. specify:_________


Ford(4)

Honda(5)

Hyundai(6)

Isuzu(7)

Kia(9)

Mazda(10)

Mitsubishi(12)

Nissan(13)

Toyota(14)



Q16(Hyundai)

Q17(Toyota)


14b.) Previous ownership experiences turned me off the brand due to poor service. 6 14c.) I’ve heard many people express negative feedback/comments about this brand. 6 14d.) I’ve seen many negative and not much good advertisements in TV, print, radio, internet about this brand. 6 14



h.) The brand has not received awards and scored low ratings 6 14

108


from leading automotive research companies and reviews.



6 14


6 14


Ford(4)

Honda(5)

Hyundai(6)

Isuzu(7)

Kia(9)

Mazda(10)

Mitsubishi(12)

Nissan(13)

Toyota(14)

Others, specif

y:______BMW_____(17)


Ford(4)

Honda(5)

Hyundai(6)

Isuzu(7)

Kia(9)

Mazda(10)

Mitsubishi(12)

Nissan(13)

Toyota(14)

Others, specify:____BMW _____ __(17)

Ask Q20 only if code 6 or code 14 in Q15. Otherwise skip to Q21.Q20. What are the five most compelling reasons for choosing the brand you most likely to buy in your next car purchase? Rank from 5 to 1, where 5 is the 5th most important and 1 being the 1st most important, and so on. (Interviewer Note: Ask for Hyundai if code 6, or Toyota if code 14, for brand most likely to buy next. Rank either Hyundai or Toyota whichever brand most likely to purchase in Q16.)

6Hyundai

14Toyota

a.) I had a good driving/riding experience with this car. 1b.) I had a positive ownership experiences with good service.c.) I’ve heard many people express positive 5

109


feedback/comments about this brand.d.) I’ve seen positive and encouraging advertisements in TV, print, radio, internet about this brand.e) Design (exterior/interior) that I want is available. 4 2f. )The body type and model that I want is available. 2 3g).The car exhibits good performance for engine, fuel economy, acceleration, etc.

1 4

h.) The brand has received awards and scored high ratings from leading automotive research companies and reviews.i.) It has an extensive dealer network.j.) The dealer shop has a good performance/atmosphere with many cars on display.

3

k.)Dealer offered many/good incentives such as cash back, discount, trade-in value, promotions, etc.l) Sales consultants are professional in terms of their attitude, appearance, and knowledge about cars.m.) It has no or not so long waiting list upon signing contract of purchase.n.) It is fairly- priced and offers good value for money. 5o.) I had many different choices of payment terms (lease, instalment plan)p.) It has a good resale value.q.) The warranty (duration/mileage) was good/ better than other brands.r.) Vehicle is economical to maintain (low fuel consumption, parts and repair cost/service cost, insurance etc.)s.) Others.(Pls. specify)





110






Brand PerformanceAsk Q26: Both Hyundai and Toyota only if other brand owned by respondent code 17,(Others) Else ask Q26: Toyota if brand owned in Q11 is code 6 (Hyundai)Else ask Q26: Hyundai if brand owned in Q11 is code 14 (Toyota)Q26. Notwithstanding the car that you owned currently, how likely would you rate the following car brand(s) in terms of?Toyotaa. How much are you satisfied with its overall performance based on your overall impression (about everything you have heard about or if used before based on past usage experience)? Please rate using the 7 point scale.

111







1 2 3 4 5 6 7Definitely would not recommend it. Definitely would recommendAsk only brand between Hyundai and Toyota not owned by respondents currently.Q27. Assuming that the value of your current car is 100, and all conditions such as options and equipment were the same, how much are you willing to pay for the brand (mention brand Toyota/ Hyundai, either brand not owned currently by the respondent). For example, if you gave it a 110, that is you are willing to pay 10% more for this brand than your current brand. You may opt to give it a more or less than your current brand which has a standard of 100. (Interviewer Note: If answer is 2 times, probe would this mean 200% of the current brand?)Current Brand (volvo 6. Hyundai 14. Toyota

100 70 100

Thank You!

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Pretested Questionnaire#3A Comparative Study on the Image and Perception between Toyota and Hyundai

Cars among Business Executives in Metro ManilaRespondents Details:Respondents Name:Rowell Sucat

Respondent #___5___ (Precoded:male:odd# female:even#)

Home Address: Alabang Muntinlupa Contact Details:

Hse #

ofc#:Office Address: Sucat Paranaque

Mobile#

Email Address: Job Title: Area Store Manager___________Industry:Puregold (Retailing)

Car Owns: (Brand Model and Type) Refer Q9: Toyota Prius


Interviewer Name:Racquel



113



Yes,(thank and

close interview)




1 2 3


1 2 3





Yes 1 Continue


Yes 1 Continue

No 2 Terminate



1 Continue


2 Continue

114



3 Continue















Residence Work


coded 1 or 2


coded 1 and 2

Brand IndexQ1. When thinking about cars, what is the first brand that comes to your mind? It doesn’t matter if you own/driven this or not. What is important is that you are aware that such car brand exists. S/A(Unaided)Q2. Now, please tell me all the other brands you are aware of? It doesn’t matter if you own/driven this or not. What is important is that you are aware that such car brand exists. What else? ; Anything else? M/A (Unaided) Ask Q3 if codes 6 or 14 are not mention, both brands Hyundai and Toyota must be coded as aware brand, otherwise skip to Q4. (Ask for both if both codes 6 and 14, not aware brands).

115


Q3. (If not code 6, ask) There are still other brands in the market today, aside from the brand you have mention, are there other Korean car brands you are aware of? Brands that you may have heard or/and seen anywhere or by any means. It doesn’t matter if you own/driven this or not. What is important is that you are aware that such Korean car brand exists. (Interviewer note: try to aid respondent to recall the brand Hyundai, BUT without necessarily mentioning this brand). (If not code 14, ask) There are still other brands in the market today, aside from the brand you have mention, are there other Japanese car brands you are aware of? Brands that you may have heard or/and seen anywhere or by any means. It doesn’t matter if you own/driven this or not. What is important is that you are aware that such Japanese car brand exists. (Interviewer note: try to aid respondent to recall the brand Toyota, BUT without necessarily mentioning this brand).Q4. Which of the car brands that you have mention have you ever driven? ? (Note: Interviewer mentions all the brands that respondent is aware Q1, Q2, Q3 (Aided)Q5. Which of the car brands that you are aware of have you ever own? (Note: Interviewer mentions all the brands that respondent is aware only, Q1, Q2, Q3 (Aided)


Q2.Others(Unaided)


Q4.Ever Driven

Q5.Ever Own

Audi 1 1 1 1 1BMW 2 2 2 2 2Chevrolet 3 3 3 3 3Ford 4 4 4 4 4Honda 5 5 5 5 5Hyundai 6 6 6 6 6Isuzu 7 7 7 7 7Jaguar 8 8 8 8 8Kia 9 9 9 9 9Mazda 10 10 10 10 10Mercedez Benz 11 11 11 11 11Mitsubishi 12 12 12 12 12Nissan 13 13 13 13 13Toyota 14 14 14 14 14Volkswagen 15 15 15 15 15Volvo 16 16 16 16 16Others: 17 17 17 17 17


116



this brand(1)

I have only heard

the name(2)



(4.)



4.Ford (1.) (2.) (3.) (4.) (5.)

5.Honda (1.) (2.) (3.) (4.) (5)

6.Hyundai (1.) (2.) (3.) (4.) (5.)

7. Isuzu (1.) (2.) (3.) (4.) (5.)

9. Kia (1.) (2.) (3.) (4.) (5.)10.Mazda (1.) (2.) (3.) (4.) (5.)

12. Mitsubishi (1.) (2.) (3.) (4.) (5.)

13.Nissan (1.) (2.) (3.) (4.) (5.)

14.Toyota (1.) (2.) (3.) (4.) (5.)





other brands. (2.)


most brands (3.)


other brands. (4.)



4.Ford (1.) (2.) (3.) (4.) (5)

5.Honda (1.) (2.) (3.) (4.) (5)

6.Hyundai (1.) (2.) (3.) (4.) (5)

7. Isuzu (1.) (2.) (3.) (4.) (5)

9. Kia (1.) (2.) (3.) (4.) (5)

10.Mazda (1.) (2.) (3.) (4.) (5)

12. (1.) (2.) (3.) (4.) (5)

117


Mitsubishi

13.Nissan (1.) (2.) (3.) (4.) (5)

14.Toyota (1.) (2.) (3.) (4.) (5)


Ford(4)

Honda(5)

Hyundai(6)

Isuzu(7)

Kia(9)

Mazda(10)

Mitsubishi(12)

Nissan(13)

Toyota(14)




/ 1


/ 3


/


/


/

i.) It has an extensive dealer network. /j.) The dealer shop has a good performance/atmosphere with many cars on display.

/


/


/


/

n.) It is fairly- priced and offers good value for money. /o.) I had many different choices of payment terms (lease, instalment plan)

/

p.) It has a good resale value. / 4q.) The warranty (duration/mileage) was good/ better than other brands.

/

r.) Vehicle is economical to maintain (low fuel consumption, parts and repair cost/service cost,

/

118


insurance etc.)s.) Others.(Pls. specify)availability of the car for purchase

/

(Interviewer ask the respondent’s latest/current car brand purchased and use)Q11.Current brand model and type: __Toyota FortunerCode (6); (Hyundai); code (14) Toyota; (17) others (Ask Q12 if brand purchased is code 6 or/and code 14, otherwise skip to Q13).Q12 For the latest brand you have purchased, what were the reasons why you decided to choose and purchased that brand?(M/A)(Check all that applies)Q13. If you are to purchase in the next two years of a new car, which of the following reasons will serve as your factors for considering the brand of your choice.(M/A)(Check all that applies).Q14. Among these reasons, which would serve as your top five factors/ considerations for selecting the final brand of your choice, where 5 is your 5th most important, 4, your 4th



/ /


/ /


/ /

e) Design (exterior/interior) that I want is available. / / 2f )The body type and model that I want is available. / /g).The car exhibits good performance for engine, fuel economy, acceleration, etc.

/ / 3


/ /


/ /


/ /


/ /


/ /


/ /


/ /

r.) Vehicle is economical to maintain (low fuel / /

119


consumption, parts and repair cost/service cost, insurance etc.)s.) Others, pls. specify:_________


Ford(4)

Honda(5)

Hyundai(6)

Isuzu(7)

Kia(9)

Mazda(10)

Mitsubishi(12)

Nissan(13)

Toyota(14)



Q16(Hyundai)

Q17(Toyota)






6 14



6 14

m.) I couldn’t get the car after I signed a contract as there was a long waiting list. 6 14n.) It is not fairly- priced considering the brand value and product quality. 6 14

120


o.) I had limited choices of payment terms (lease, instalment plan) 6 14p.) It has a low resale value. 6 14q.) The warranty (duration/mileage) was not good enough compare to other brands.. 6 14r.) Vehicle is too expensive to maintain (high fuel consumption, parts and repair cost/service cost, insurance etc.)

6 14


Ford(4)

Honda(5)

Hyundai(6)

Isuzu(7)

Kia(9)

Mazda(10)

Mitsubishi(12)

Nissan(13)

Toyota(14)



Ford(4)

Honda(5)

Hyundai(6)

Isuzu(7)

Kia(9)

Mazda(10)

Mitsubishi(12)

Nissan(13)

Toyota(14)



6Hyundai

14Toyota

a.) I had a good driving/riding experience with this car. 1 1b.) I had a positive ownership experiences with good service.c.) I’ve heard many people express positive feedback/comments about this brand.d.) I’ve seen positive and encouraging advertisements in TV, print, radio, internet about this brand.e) Design (exterior/interior) that I want is available. 4 2f. )The body type and model that I want is available. 3 3g).The car exhibits good performance for engine, fuel economy, acceleration, etc.

2 4

h.) The brand has received awards and scored high ratings from leading automotive research companies and reviews.i.) It has an extensive dealer network.j.) The dealer shop has a good performance/atmosphere with many cars on display.k.)Dealer offered many/good incentives such as cash back, discount, trade-in value, promotions, etc.l) Sales consultants are professional in terms of their attitude, appearance, and knowledge about cars.

121


m.) It has no or not so long waiting list upon signing contract of purchase.n.) It is fairly- priced and offers good value for money. 5 5o.) I had many different choices of payment terms (lease, instalment plan)p.) It has a good resale value.q.) The warranty (duration/mileage) was good/ better than other brands.r.) Vehicle is economical to maintain (low fuel consumption, parts and repair cost/service cost, insurance etc.)s.) Others.(Pls. specify)






Attributes Hyundai Toyota None1.Creative 6 14 992.Caring 6 14 993. Impeccable 6 14 994. Responsible 6 14 995. Simple 6 14 996. Intuitive 6 14 997. Progressive 6 14 99

122


8. Proud 6 14 999. Original 6 14 9910. Smart 6 14 9911. Sustainable 6 14 9912. Sensible 6 14 99






1 2 3 4 5 6 7Definitely would not recommend it. Definitely would recommendHyundai

123


a. How much are you satisfied with its overall performance based on your overall impression (about everything you have heard about or if used before based on past usage experience)? Please rate using the 7 point scale.




100 90

Thank You!

124


Pretested Questionnaire #4A Comparative Study on the Image and Perception between Toyota and Hyundai

Cars among Business Executives in Metro ManilaRespondents Details:Respondents Name:Rosabella Ongpin

Respondent #__4____ (Precoded:male:odd# female:even#)

Home Address: Manila Contact Details:

Hse #

ofc#Office Address: Muntinlupa

Mobile#

Email Address: Job Title: President/Owner____________Industry:Floral (Retailing and Services)

Car Owns: (Brand Model and Type) Refer Q9: Mitsubishi Montero


Interviewer Name:david

Date/Time of Interview


125



Yes,(thank and

close interview)




1 2 3


1 2 3





Yes 1 Continue


Yes 1 Continue

No 2 Terminate



1 Continue


2 Continue


3 Continue




126













Residence Work


coded 1 or 2


coded 1 and 2

Brand IndexQ1. When thinking about cars, what is the first brand that comes to your mind? It doesn’t matter if you own/driven this or not. What is important is that you are aware that such car brand exists. S/A(Unaided)Q2. Now, please tell me all the other brands you are aware of? It doesn’t matter if you own/driven this or not. What is important is that you are aware that such car brand exists. What else? ; Anything else? M/A (Unaided) Ask Q3 if codes 6 or 14 are not mention, both brands Hyundai and Toyota must be coded as aware brand, otherwise skip to Q4. (Ask for both if both codes 6 and 14, not aware brands).Q3. (If not code 6, ask) There are still other brands in the market today, aside from the brand you have mention, are there other Korean car brands you are aware of? Brands that you may have heard or/and seen anywhere or by any means. It doesn’t matter if you own/driven this or not. What is important is that you are aware that such Korean car brand exists. (Interviewer note: try to aid respondent to recall the brand Hyundai, BUT without necessarily mentioning this brand). (If not code 14, ask) There are still other brands in the market today, aside from the brand you have mention, are there other Japanese car brands you are aware of? Brands that

127


you may have heard or/and seen anywhere or by any means. It doesn’t matter if you own/driven this or not. What is important is that you are aware that such Japanese car brand exists. (Interviewer note: try to aid respondent to recall the brand Toyota, BUT without necessarily mentioning this brand).Q4. Which of the car brands that you have mention have you ever driven? ? (Note: Interviewer mentions all the brands that respondent is aware Q1, Q2, Q3 (Aided)Q5. Which of the car brands that you are aware of have you ever own? (Note: Interviewer mentions all the brands that respondent is aware only, Q1, Q2, Q3 (Aided)


Q2.Others(Unaided)


Q4.Ever Driven

Q5.Ever Own




this brand(1)

I have only heard

the name(2)



(4.)



4.Ford (1.) (2.) (3.) (4.) (5.)

5.Honda (1.) (2.) (3.) (4.) (5)

6.Hyundai (1.) (2.) (3.) (4.) (5.)

128


7. Isuzu (1.) (2.) (3.) (4.) (5.)

9. Kia (1.) (2.) (3.) (4.) (5.)10.Mazda (1.) (2.) (3.) (4.) (5.)

12. Mitsubishi (1.) (2.) (3.) (4.) (5.)

13.Nissan (1.) (2.) (3.) (4.) (5.)

14.Toyota (1.) (2.) (3.) (4.) (5.)





other brands. (2.)


most brands (3.)


other brands. (4.)



4.Ford (1.) (2.) (3.) (4.) (5)

5.Honda (1.) (2.) (3.) (4.) (5)

6.Hyundai (1.) (2.) (3.) (4.) (5)

7. Isuzu (1.) (2.) (3.) (4.) (5)

9. Kia (1.) (2.) (3.) (4.) (5)

10.Mazda (1.) (2.) (3.) (4.) (5)

12. Mitsubishi

(1.) (2.) (3.) (4.) (5)

13.Nissan (1.) (2.) (3.) (4.) (5)

14.Toyota (1.) (2.) (3.) (4.) (5)


129


Ford(4)

Honda(5)

Hyundai(6)

Isuzu(7)

Kia(9)

Mazda(10)

Mitsubishi(12)

Nissan(13)

Toyota(14)




/ 1


/

d.) I’ve seen positive and encouraging advertisements in TV, print, radio, internet about this brand.e) Design (exterior/interior) that I want is available. / 2f. )The body type and model that I want is available. / 3g).The car exhibits good performance for engine, fuel economy, acceleration, etc.

4

h.) The brand has received awards and scored high ratings from leading automotive research companies and reviews. i.) It has an extensive dealer network.j.) The dealer shop has a good performance/atmosphere with many cars on display.

/

k.)Dealer offered many/good incentives such as cash back, discount, trade-in value, promotions, etc.l) Sales consultants are professional in terms of their attitude, appearance, and knowledge about cars.m.) It has no or not so long waiting list upon signing a contract of purchase.n.) It is fairly- priced and offers good value for money. / 5o.) I had many different choices of payment terms (lease, instalment plan)p.) It has a good resale value.q.) The warranty (duration/mileage) was good/ better than other brands.

/

r.) Vehicle is economical to maintain (low fuel consumption, parts and repair cost/service cost, insurance etc.)s.) Others.(Pls. specify)availability of the car for purchase

(Interviewer ask the respondent’s latest/current car brand purchased and use)Q11.Current brand model and type: __Mitsubishi Montero/Honda CivicCode (6); (Hyundai); code (14) Toyota; (17) others (Ask Q12 if brand purchased is code 6 or/and code 14, otherwise skip to Q13).Q12 For the latest brand you have purchased, what were the reasons why you decided to choose and purchased that brand?(M/A)(Check all that applies)

130


Q13. If you are to purchase in the next two years of a new car, which of the following reasons will serve as your factors for considering the brand of your choice.(M/A)(Check all that applies).Q14. Among these reasons, which would serve as your top five factors/ considerations for selecting the final brand of your choice, where 5 is your 5th most important, 4, your 4th



/ / 2


/ /


/


/ / 3


/ /

i.) It has an extensive dealer network. / /j.) The dealer shop has a good performance/atmosphere with many cars on display.

/ /


/


/ /


/ /


/ /


/ /


/ /



Ford(4)

Honda(5)

Hyundai(6)

Isuzu(7)

Kia(9)

Mazda(10)

Mitsubishi(12)

Nissan(13)

Toyota(14)

Others, specify:Jaguar___________(17)

131



Q16(Hyundai)

Q17(Toyota)






6 14



6 14

m.) I couldn’t get the car after I signed a contract as there was a long waiting list. 6 14n.) It is not fairly- priced considering the brand value and product quality. 6 14o.) I had limited choices of payment terms (lease, installment plan) 6 14p.) It has a low resale value. 6 14q.) The warranty (duration/mileage) was not good enough compare to other brands.. 6 14r.) Vehicle is too expensive to maintain (high fuel consumption, parts and repair cost/service cost, insurance etc.)

6 14


132


Q18. Thinking about your next purchase, which of any brands in the list you would likely to buy?(M/A) (Interviewer note: Check respondent’s answers in Q15, it should be that no answers inQ15 to be an answer brand in Q18).M/A

Ford(4)

Honda(5)

Hyundai(6)

Isuzu(7)

Kia(9)

Mazda(10)

Mitsubishi(12)

Nissan(13)

Toyota(14)



Ford(4)

Honda(5)

Hyundai(6)

Isuzu(7)

Kia(9)

Mazda(10)

Mitsubishi(12)

Nissan(13)

Toyota(14)



6Hyundai

14Toyota

a.) I had a good driving/riding experience with this car. 1b.) I had a positive ownership experiences with good service.c.) I’ve heard many people express positive feedback/comments about this brand.d.) I’ve seen positive and encouraging advertisements in TV, print, radio, internet about this brand.e) Design (exterior/interior) that I want is available. 2f. )The body type and model that I want is available. 3g).The car exhibits good performance for engine, fuel economy, acceleration, etc.

4

h.) The brand has received awards and scored high ratings from leading automotive research companies and reviews.i.) It has an extensive dealer network.j.) The dealer shop has a good performance/atmosphere with many cars on display.k.)Dealer offered many/good incentives such as cash back, discount, trade-in value, promotions, etc.l) Sales consultants are professional in terms of their attitude, appearance, and knowledge about cars.m.) It has no or not so long waiting list upon signing contract of purchase.n.) It is fairly- priced and offers good value for money. 5o.) I had many different choices of payment terms (lease, instalment plan)p.) It has a good resale value.q.) The warranty (duration/mileage) was good/ better than other brands.r.) Vehicle is economical to maintain (low fuel consumption,

133


parts and repair cost/service cost, insurance etc.)s.) Others.(Pls. specify)








134








1 2 3 4 5 6 7Never will Purchase Neither Must Purchase

135


c. Please indicate how much are you willing to recommend this brand? Please rate using a 7 point scale. Neither

1 2 3 4 5 6 7Definitely would not recommend it. Definitely would recommendAsk only brand between Hyundai and Toyota not owned by respondents currently.Q27. Assuming that the value of your current car is 100, and all conditions such as options and equipment were the same, how much are you willing to pay for the brand (mention brand Toyota/ Hyundai, either brand not owned currently by the respondent). For example, if you gave it a 110, that is you are willing to pay 10% more for this brand than your current brand. You may opt to give it a more or less than your current brand which has a standard of 100. (Interviewer Note: If answer is 2 times, probe would this mean 200% of the current brand?)Current Brand 6. Hyundai 14. Toyota

100 90 100

Thank You!

136


Pretested Questionnaire #5A Comparative Study on the Image and Perception between Toyota and Hyundai

Cars among Business Executives in Metro ManilaRespondents Details:Respondents Name:Iluminada Dimafelix

Respondent #___4___ (Precoded:male:Odd #; female:even#)

Home Address: Pasay City Contact Details:

Hse #807-0551

ofc#:047-2521211Office Address: SM MOA, Pasay City

Mobile#

Email Address: Job Title: General ManagerIndustry: Retail

Car Owns: (Brand Model and Type) Refer Q9: Toyota Innova


Interviewer Name:RACQUEL

Date/Time of Interview


Screening Questions:

137


SQ.1. Do you or any of your household members work in the following industry?Yes,

(thank and close

interview)




1 2 3


1 2 3





Yes 1 Continue


Yes 1 Continue

No 2 Terminate



1 Continue


2 Continue


3 Continue





138












Residence Work


coded 1 or 2


coded 1 and 2

Brand IndexQ1. When thinking about cars, what is the first brand that comes to your mind? It doesn’t matter if you own/driven this or not. What is important is that you are aware that such car brand exists. S/A(Unaided)Q2. Now, please tell me all the other brands you are aware of? It doesn’t matter if you own/driven this or not. What is important is that you are aware that such car brand exists. What else? ; Anything else? M/A (Unaided) Ask Q3 if codes 6 or 14 are not mention, both brands Hyundai and Toyota must be coded as aware brand, otherwise skip to Q4. (Ask for both if both codes 6 and 14, not aware brands).Q3. (If not code 6, ask) There are still other brands in the market today, aside from the brand you have mention, are there other Korean car brands you are aware of? Brands that you may have heard or/and seen anywhere or by any means. It doesn’t matter if you own/driven this or not. What is important is that you are aware that such Korean car brand exists. (Interviewer note: try to aid respondent to recall the brand Hyundai, BUT without necessarily mentioning this brand). (If not code 14, ask) There are still other brands in the market today, aside from the brand you have mention, are there other Japanese car brands you are aware of? Brands that you may have heard or/and seen anywhere or by any means. It doesn’t matter if you own/driven this or not. What is important is that you are aware that such Japanese car brand

139


exists. (Interviewer note: try to aid respondent to recall the brand Toyota, BUT without necessarily mentioning this brand).Q4. Which of the car brands that you have mention have you ever driven? ? (Note: Interviewer mentions all the brands that respondent is aware Q1, Q2, Q3 (Aided)Q5. Which of the car brands that you are aware of have you ever own? (Note: Interviewer mentions all the brands that respondent is aware only, Q1, Q2, Q3 (Aided)


Q2.Others(Unaided)


Q4.Ever Driven

Q5.Ever Own




this brand(1)

I have only heard

the name(2)



(4.)



4.Ford (1.) (2.) (3.) (4.) (5.)

5.Honda (1.) (2.) (3.) (4.) (5)

6.Hyundai (1.) (2.) (3.) (4.) (5.)

140


7. Isuzu (1.) (2.) (3.) (4.) (5.)

9. Kia (1.) (2.) (3.) (4.) (5.)10.Mazda (1.) (2.) (3.) (4.) (5.)

12. Mitsubishi (1.) (2.) (3.) (4.) (5.)

13.Nissan (1.) (2.) (3.) (4.) (5.)

14.Toyota (1.) (2.) (3.) (4.) (5.)





other brands. (2.)


most brands (3.)


other brands. (4.)



4.Ford (1.) (2.) (3.) (4.) (5)

5.Honda (1.) (2.) (3.) (4.) (5)

6.Hyundai (1.) (2.) (3.) (4.) (5)

7. Isuzu (1.) (2.) (3.) (4.) (5)

9. Kia (1.) (2.) (3.) (4.) (5)

10.Mazda (1.) (2.) (3.) (4.) (5)

12. Mitsubishi

(1.) (2.) (3.) (4.) (5)

13.Nissan (1.) (2.) (3.) (4.) (5)

14.Toyota (1.) (2.) (3.) (4.) (5)


141


Ford(4)

Honda(5)

Hyundai(6)

Isuzu(7)

Kia(9)

Mazda(10)

Mitsubishi(12)

Nissan(13)

Toyota(14)




/ 1


/ 5


/


/ 4


/

i.) It has an extensive dealer network. /j.) The dealer shop has a good performance/atmosphere with many cars on display.

/


/


/


/

n.) It is fairly- priced and offers good value for money. /o.) I had many different choices of payment terms (lease, instalment plan)

/

p.) It has a good resale value. /q.) The warranty (duration/mileage) was good/ better than other brands.

/


/

s.) Others.(Pls. specify)availability of the car for purchase

/

(Interviewer ask the respondent’s latest/current car brand purchased and use)Q11.Current brand model and type: __Toyota FortunerCode (6); (Hyundai); code (14) Toyota; (17) others (Ask Q12 if brand purchased is code 6 or/and code 14, otherwise skip to Q13).Q12 For the latest brand you have purchased, what were the reasons why you decided to choose and purchased that brand?(M/A)(Check all that applies)

142


Q13. If you are to purchase in the next two years of a new car, which of the following reasons will serve as your factors for considering the brand of your choice.(M/A)(Check all that applies).Q14. Among these reasons, which would serve as your top five factors/ considerations for selecting the final brand of your choice, where 5 is your 5th most important, 4, your 4th



/ /


/ /


/


/ / 3


/ /


/ /


/


/ /


/ /


/ /


/ /


/ /



Ford(4)

Honda(5)

Hyundai(6)

Isuzu(7)

Kia(9)

Mazda(10)

Mitsubishi(12)

Nissan(13)

Toyota(14)


143



Q16(Hyundai)

Q17(Toyota)






6 14



6 14


6 14


144


Q18. Thinking about your next purchase, which of any brands in the list you would likely to buy?(M/A) (Interviewer note: Check respondent’s answers in Q15, it should be that no answers inQ15 to be an answer brand in Q18).M/A

Ford(4)

Honda(5)

Hyundai(6)

Isuzu(7)

Kia(9)

Mazda(10)

Mitsubishi(12)

Nissan(13)

Toyota(14)



Ford(4)

Honda(5)

Hyundai(6)

Isuzu(7)

Kia(9)

Mazda(10)

Mitsubishi(12)

Nissan(13)

Toyota(14)



6Hyundai

14Toyota

a.) I had a good driving/riding experience with this car. 1b.) I had a positive ownership experiences with good service.c.) I’ve heard many people express positive feedback/comments about this brand.

5

d.) I’ve seen positive and encouraging advertisements in TV, print, radio, internet about this brand.e) Design (exterior/interior) that I want is available. 4 2f. )The body type and model that I want is available. 3 3g).The car exhibits good performance for engine, fuel economy, acceleration, etc.

2 4

h.) The brand has received awards and scored high ratings from leading automotive research companies and reviews.i.) It has an extensive dealer network.j.) The dealer shop has a good performance/atmosphere with many cars on display.k.)Dealer offered many/good incentives such as cash back, discount, trade-in value, promotions, etc.l) Sales consultants are professional in terms of their attitude, appearance, and knowledge about cars.m.) It has no or not so long waiting list upon signing contract of purchase.n.) It is fairly- priced and offers good value for money. 1 5o.) I had many different choices of payment terms (lease, instalment plan)p.) It has a good resale value.q.) The warranty (duration/mileage) was good/ better than other brands.r.) Vehicle is economical to maintain (low fuel consumption,

145


parts and repair cost/service cost, insurance etc.)s.) Others.(Pls. specify)








146








1 2 3 4 5 6 7Never will Purchase Neither Must Purchase

147


c. Please indicate how much are you willing to recommend this brand? Please rate using a 7 point scale. Neither


100 100

Thank You!

148


149

Documents

The Final Paper.Methres.The Comparative Study on the Image and Perception.docx