A Study of Consumer Behavior of Choosing Vehicle Spare Parts in Indonesia for Formulating Marketing Strategy

Abstract

The automotive industry in Indonesia is still very promising and attractive. This can be seen from the increasing sales of vehicles every year. This is part of the positive impact of the Indonesia economic growth and supported by massive development of infrastructure by current government which continues to be developed. This condition should be a favorable condition also for the automotive parts industry as they will keep up with the growth. However, this promising prospect makes increases competition and raises many new competitors. Therefore, consumers’ analysis was carried out to formulate a marketing strategy by knowing the consumer needs and consumer behavior in buying vehicle spare parts. Author conducted a market study by collecting primary data by conducting quantitative research to determine consumer needs and consumer behavior in buying spare parts for their vehicles. The approach is done by conducting an online questionnaire. From this research, it is found the consumers tend to choose or replace vehicle spare parts with the brand that recommended by shop owners or mechanics. The results of research resulted in proposed marketing strategy for spare parts company in the form of integrated marketing communications. By providing recommendations, it is hoped that better marketing activities will occur and possible to keep the business sustain and can compete with others.

Keywords: Automotive Industry; Marketing strategy, Consumer behavior, Vehicle spare parts; Integrated Marketing Communication.