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 ofonline 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 ofonline car buying in Karachi.
