Factors influencing consumers\u27 purchase decision of automobiles in Metro Manila

The automotive industry in the Philippines continues to grow over the past years. But with the onset of new Comprehensive Tax Reform Program in 2018 and consumers product and brand switching, it becomes challenging for automotive companies on how to improve sales and consumer retention. The objective of this study is to find out what factors influence the decision making of consumers when purchasing automobiles. Its purpose is to aid marketers to understand their consumers better at this day and age. Through correlational research design, a total of 163 respondents participated in the survey via non-probability convenience sampling technique. Descriptive and inferential analysis of the data was done through Pairwise Analysis and logistic regression. Results revealed that brand of automobiles are still a significant factor for consumers when purchasing. Other factors such as price, safety features and design of automobiles, were also shown to influence the purchase decision