DETERMINANTS OF CONSUMER’S AUTOMOBILE PURCHASE DECISIONS IN CHINA: FOCUS ON AUTOMOBILE SIZE

China is one of the largest automotive markets in the world. Prominent automotive companies from elsewhere in the world have been entering the local Chinese market in response to the rapid growth of China’s automobile purchasing power. Customer need and customer satisfaction is recognized as an important part of corporate strategy. The purpose of this study is to analyze the importance perceptions serving as determinants of Chinese consumers ’ car purchase decisions. The results of this study will help carmaker better understand Chinese consumers’ decision-making behavior, and formulate a new product development strategy and marketing strategy