Factors Influencing Consumer Purchase Intention Toward Luxury Cars in Kunming

Abstract

This research aims to study the influence of demographics and perceived value on luxury car purchase intention in Kunming. The researcher used the questionnaire survey tool to collect data from 405 customers interested in luxury cars. The statistics used to analyze the data were descriptive statistics, including frequency, percentage, mean, standard deviation, and standard deviation, and inferential statistics, including independent samples t-test, one-way ANOVA, LSD, and multiple linear regression with a statistical significance level of 0.05. The results found that most respondents were female, aged 20-30 years old, with a bachelor's degree, married status, and a monthly income of more than 16,000 yuan. The first hypothesis was tested, and it was found that gender, education level, and income significantly affect different purchase intentions of luxury cars in Kunming. When the second hypothesis was tested, it was found that brand, quality, price, design, utility, and technical considerations significantly impact the purchase intention of luxury cars in Kunming