The influence of marketing mix and pattern of car purchasing buying behavior: a case of undergraduate university student in Kota Samarahan/ Muhamad Naim Mohd Ghazali

In today’s world, the automotive industries have been an attributed to the country economic growth and stable employment market. Automotive industry have been largely growth as the involvement of the technology and high demand of the consumers as it is a needs good rather than wants in this day. Involvement of automotive industry have created many Small Medium Enterprise (SME) to support the large organization by supply the
component parts and semi component parts to large organization to produce finished goods for end user customers. The establishment of Proton in 1985 and Perodua in 1993 acted as catalysts to the development of the automotive sector. This automotive sector has been developed and growth as it strengthens its industrial base and reduce dependency on agricultural sector. The automotive industry is not only a major industry sector in Malaysia but it is also represent as a Malaysian pride.