FACTORS INFLUENCING CONFIDENCE OF KARACHI CUSTOMERS TOWARDS ONLINE CAR BUYING - A CASE STUDY OF SBT JAPAN

Abstract

Purpose: This research is aimed at acquiring the views of the Karachi customers regarding the online importing of vehicles from Japan and also to identify the factors that enhances or lessen the customer confidence while dealing entirely online, so that they can be worked on and managed well to enhance the trend of online automotive buying in Karachi. Research method/sampling: Primary research method is taken in account that facilitated the responses of the Karachi customers. A proper close-ended questionnaire was posed to 64 customers; who were new and experienced with the online automotive business dealings. The target population of this research is revolves around students, employees and also businessmen (Dealers). Research responses were entertained on Google docs by salespersons (Ali, Nabeel, Shoaib and Banny) of SBT Japan, after interviewing the Karachi customers. Research sampling totaled to convenience sampling. Findings of the research: There were a total of five factors in the research, such as Cost effective process, Variety of information, Customer service, reliability and customer ratings that influences (either positively or negatively) the purchase decision of Karachi customers. Out of the five, Reliability and Customer ratings were derived to be really crucial and essential by Karachi customers. Practical implications of the research: Reliability and Customer ratings were derived to be really important. In this research, Reliability is meant by the safe and secured transfer of funds to the beneficiary institution (SBT Japan) without any fraud or scam, and trust can be evaluated by the customers as to how the company provides services. If a customer is satisfied then he will share his positive experience to other customers which ultimately enhance the customer confidence towards the online buying of vehicles. Once the factors are extracted and identified from the literature review, firms dealing online can use them as a base to enhance the rate of online car buying in Karachi.