Abstract:
The automobile industry has been successful in incorporating technology and innovation. This industry is considered a great contributor to the country’s gross domestic product. The production of cars has been increasing with the passing years. Different categories of cars have different production capacities. Companies must focus on quality and provide quality products and value to customers. This results in convincing the customers to trust the company and develop loyalty towards the company and its products in the longer run. The inclination of customers toward imported automobiles is increasing. The most prominent reason for customers’ inclination towards imported automobiles is that these vehicles offer quality features and great value to the customers. By observing the inclination of Pakistani customers towards imported automobiles, many companies have taken a new initiative to set up their manufacturing plants in the country, providing ease and convenience to the local customers in addition to offering them promised value and quality. Many brands have developed their value in the minds of customers in Pakistan. The companies are also inclined towards launching different car variants keeping in mind the needs and preferences of customers For analysis purposes, the nature of the relationship is considered deductive. In addition, the research type is quantitative, as the questionnaires would be filled out by the participants. The sample would include people from different cities in Pakistan who are inclined towards using and buying imported automobiles. This data then went through multiple tests including the Reliability test, Correlation test, and Regression test, with the help of SPSS software to analyze the impact of variables. Other than collecting primary data, secondary data have also been analyzed in the form of existing literature on these specific topics, with the help of different journals and articles. However, a sample size of 350 was selected
