Investigating the Impact of Socio-Cultural Factors on Automobile Brand Preference: A Study of the Influence of Cultural Values, Social Norms and Lifestyle on Consumer Behavior in the Pakistan Automobile Market

Abstract

The Pakistani automobile market is a key component of the country's economy, contributing significantly to employment, economic growth, and technological advancement. The market consists of various segments, including passenger cars, commercial vehicles, and motorcycles. Over the years, the market has experienced both local and international players entering and expanding their operations, offering a wide range of brands and models to Pakistani consumers. There are many factors affecting the automobile industry of Pakistan. This research has focused on different social factors, cultural factors and consumer attitudes which affect the automobile brand preference to automobile consumers in the Pakistani market. This study is based on a quantitative research which used a adopted questionnaire to collect quantitative data from a sample of 300 respondents from the twin cities of Islamabad and Rawalpindi. An online survey was generated for this study and was forwarded to respondents online through email and whtsapp. After the data collection, the collected data was analyzed using software like SPSS and SmartPLS. Various analysis techniques like regression analysis, reliability analysis and descriptive statistics was used to deduce desired results. Several automobile brands were selected to analyze the results on their brand preference. The results show that there are some brands in the automobile industry who are affected by the socio-cultural factors and some brands are not affected by the socio-cultural factors.