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Ref: busman0032  

In this research study, the aim is to identify and describe the attributes of superior customer value, which formed an important basis of building competitive strategies in Malaysian automotive industry. Art and William quoted that the attributes of superior customer value are fundamentally a blend of quality, services, and price (QSP).From consumer’s perspective, QSP have been identified as superior customer value with the resulting experiences about the goods or services provided by the Malaysian car companies. The values of QSP have been embedded in the brand image, which will influence the buying decision. It is highlighted that consumers have always craving for satisfaction in the form of promising QSP and brand that drive them in their purchasing decision-making. Most of the Malaysian car companies have their priority over their customer’s satisfaction in their organisation’s philosophy and having their success vision behind the concept of marketing. However, the research has concluded that Malaysian car companies have inclined more towards selling concept than developing a customer-oriented organisation. There are always implications that Malaysian car firms need to adopt the concept of marketing via QSP to formulate their business strategies in order to outperform their competitors in view of the liberalisation of automotive industry in Malaysia. A self administered questionnaire – to measure the respondent’s attitude, is the method of gathering information from the two separated groups of respondent in order to analyse the respondent’s attitude from consumer’s and Malaysian car firm’s perspective respectively. The descriptive research designed will be adopted in the study. Hypothesis testing and linear correlation analysis will be preformed to support the research questions. All weaknesses of the survey methods will be identified and priority is set in to omit any ineffective methods of data collection.

  • 15,000 words - 110 pages in length
  • Good use of literature
  • Good analysis of subject area
  • Well written throughout
  • Ideal for business students

1: Introduction                                                                                  
Objectives of the study                                                                                  
Research methodology                                                                                 
The market structure of automobile industry in Malaysia                 
Industry outlook                                                                                 
Strategic insight into communicating consumer value                                  
2: Literature Review                                                             
Purpose of literature review                                                               
Definition of superior customer value                                                
The heart of customer value                                                             
Defining value proposition from firm perspective                             
Refining customer value triads                                                                      
Quality attributes                                                                                
Quality from the consumer’s perspective                                         
Dimension of product quality                                                             
Dimension of service quality                                                             
Managing service quality                                                                   
Strategic implications of quality                                                         
Price attribute                                                                                     
Communicating value through price                                                 
Valued-based pricing strategies                                                                     
Role of Branding                                                                                
What is a brand?                                                                                
Branding customer experiences                                                                    
Factors influence product decision                                                    
Superior customer values as bases of competitive Strategies                     
Price based strategies (Route 1 and 2)                                                                     
Hybrid strategy (Route 3)                                          
Added value, or differentiation strategies (Route 4)  
Focused differentiation strategy (Route 5)                
Failure strategy (Route 6, 7 & 8)                               
The marketing concept vs. selling concept

3: Research Design                                                                         
Research objectives                                                              
Hypothesis testing                                                                  
Bivariate correlation analysis                                                 
Ranking analysis                                                                    
The role of research design                                                   
Type of research design                                                        
Data sources                                                                          
Secondary data research                                          
Primary data research                                                           
Methods of collecting respondent data                                              
Communication method                                            
Self-administered questionnaire                    
Personal interview                                         
Telephone interview                                       
Observation method                                                              
Selecting an optimal method                                                 
Sampling design                                                                    
Sampling method                                                       
Sampling size                                                             
Measurement of quantitative survey                                     
Nominal scale                                                            
Ordinal scale                                                              
Interval scale                                                              
Rating scale method                                                              
Construction of questionnaires                                              
Survey questionnaires (consumers)                          
Survey questionnaires (organisation)                        
Administration of Questionnaires                                           
Survey questionnaires (consumers)                          
Survey questionnaires (organisation)
Piloting and pre-testing questions

4: Data Analysis                                                                               
Test of reliability                                                                     
Hypothesis testing
Hypothesis 1: Quality is one of the core components of superior customer value
Hypothesis 2: Price is what customers pay in exchange for superior customer value
Hypothesis 3: Branding plays an important role in delivering superior customer value
Hypothesis 4: The value triad of QSP and branding can influence customer-buying decision Hypothesis 5: The Malaysian car companies understand the importance of marketing concept
Hypothesis 6: The Malaysian car companies are not practicing marketing concept to create customer value       
Bivariate correlation analysis                                                             
Ranking analysis                                                                    
Other analysis                                                                        
Demographic analysis
Demographic profiling Survey questionnaires (consumers)                         
Demographic profiling Survey questionnaires (organisation)                       
Important of product and service quality as one of the core components of superior customer value
Important of product Quality
Important of Service Quality                                     
Price is what customers pay in exchange for superior customer value
Perceived benefits and price                                     
Price as a quality cue                                                
The role of branding from consumer’s perspective              
Factors influencing consumer’s buying decision                   
Importance of marketing concept to formulate business strategies
Importance of marketing concepts                           
Bases of business strategies                                     
Practising marketing or selling concept                     
Analysis of research findings                                                 
Hypothesis testing result                                            
Bivariate correlation analysis                                                 
Ranking analysis                                                        
Other findings                                                                        
Quality dimension (product and service)                   
Price dimension                                                         
Branding from consumer’s perspective                    
Factors influencing consumer’s buying decision       
Importance of marketing concept as basis of business strategies
Practising marketing or selling concept                     
5: Conclusion                                                                                               
Limitations of research study                                                 



Sample survey questionnaires (consumers)             
Sample survey questionnaires  (organisation)                      
Sample covering letter

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