Factors that affecting customer-based brand equity among Proton car users / Siti Zubaidah Zainal Abidin

In the era of globalization, many countries around the word has put huge emphasized to preserving their own national brand. As we can see today the competition between national brand and international brand has become fierce. This situation has become worse as there is a tremendous increase of international brand that penetrate too many country especially to our country Malaysia on recent years. Thus, in order to keep survive in the market it is crucial to Proton Holding Sdn. Bhd. to build strong brand as it will give many benefits such as enables firms to lower their marketing cost and develop ability to charge premium price for their products since Proton need to face with many competitors with different identity and company background. The respondents are from different gender, ages, occupation and other demographic characteristic. The selection of the samples will be based on convenience sampling and these customers were randomly picked. The data for this study were collected through self-administered questionnaires distributed by researcher.The research approach is based on the quantitative research which is I have used the questionnaires as the way to get the feedback from the respondents at the selected companies. The respondent’s groups are well-focussed because the questionnaires have been distributed to the Proton users randomly in Pulau Pinang or Penang Island. A total of 210 sets of questionnaire was distributed to the respondents, and only being returned 205, the balance of 5 questionnaire is not being answered by the respondents due to the unwillingness. After the data has been collected and were analysed by using Statistical Package for Social Science 24.0 (SPSS 24.0). From the finding and analysis that had been done by the researcher, all the independent variables had a significant relationship with the brand equity among Proton car users.