Research Proposal: Study on Perception of Customer Towards Proton Exora

1.0 Abstract

The purpose of this study is to examine the customer perception towards Proton
Exora in term of the satisfaction in choosing that car. The design or methodology of this
model starts with measurement scales consisting of six dimensional structures such as
tangibles, reliability, responsiveness, assurance, and empathy, and plus the compliance
dimensions to measure Proton Edar service quality. Respondents are the customers or
users which want to buy or change their car to the Proton Exora. Other than that, the
findings is the results showed that the proportion of Malaysian and focused to family will
choose the biggest car with many seat than not married person. It is because they
should have a safety and standardization of the choosing car as their own asset.
Research limitations or implications, further research should be considered in order to
gather more information regarding service quality and customer satisfaction dimensions
in the context of perception of customer towards Proton Exora. There is a potential
target market for Islamic banking that needs be concerned. In addition, the value of this
research is important with the perception of customer to be satisfied. The users will
choose the criteria of kind of car to implement their satisfaction towards the car. The
Proton Exora was launched on 15 April 2009. It is powered by the 1.6L Campro CPS I4
engine producing 125 horsepower and 150Nm of torque, resulting in a top speed of 165
km/h (103 mph) and an average fuel consumption of 7.2 L/100 km (39 mpg-imp; 33
mpg-US).The Exora will feature a Body Control module which allows automatic
activation and configuration of various vehicle functions such as door locking/unlocking,
interior lamps, headlamps, brake lamps and wipers. The result has been announced on
17th February 2009. The name Proton Exora", was picked from the Name The Proton
MPV competition grand prize winner Norsholihan Bt Abdul Eanich. Some says that it
was taken from the name of a flower, (Ixora) but according to competition terms and
conditions the name should not based on any kind of flowers, animals and so on.

2.0 Introduction
Customer perception is important to the any seller in order to sells their product
and develop the service. Customer perception of relational benefits has a positive
impact upon customer satisfaction, with trust being the most important indicator.
Customer satisfaction is positively related with loyalty in terms of positive word of
mouth, willingness to pay more and to stay with the business. Perceptions of the
customer within an organizational context, and more specifically, how user perceptions
are evidenced and positively applied within choosing the car. The Proton Exora is a
compact MPV vehicle produced by Malaysia car manufacturer Proton and launched on
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15 April 2009. It is a new model from Proton based on a new chassis. The development
of this MPV starts from scratch and it is the first Malaysian-designed MPV. Fully
undisguised photos of Proton Exora were leaked onto the internet on the 23rd of
January 2009, ahead of the MPV's April 2009 launch date. The Exora features a Body
Control module which allows automatic activation and configuration of various vehicle
functions such as door locking/unlocking, interior lamps, headlamps, brake lamps and
wipers. The Exora was awarded a 4-star EuroNCAP rating after 32 Exoras were
crashed at the Applus+ IDIADA crash testing facility in Spain. As well as this, the Exora
was awarded another 4-star rating by Malaysia's own MyVAP evaluation program. One
of the key features that made these ratings possible was the use of high tensile steel for
the body cage, providing better stability and increased impact absorption during a
collision. Side impact bars are also installed to reinforce the door frames and to absorb
impacts from the side. Other safety features include an Antilock Brake System (ABS) to
avoid skidding during an emergency brake and an Electronic Brake Force Distribution
System (EBD) to ensure the correct amount of braking power is sent to the correct
wheels according to the current weight distribution of the car. Two front airbags and pre-
tensioned seat belts are installed for the front passengers. User refers to the customer
or client in an organizational sense receiving facilities management about something
product or services to their functionality and productivity through to their final opinions.
Perception is refers to the users’ observation, opinion, and awareness of both the
environment they are in, and the service they are receiving. In order for the user to
reach a final conclusion of the environment and service they have received, they will
distinguish a level of satisfaction, based on the difference between their initial
expectation and their final opinion. Therefore, customer satisfaction must not be
confused as being the same as user perception, but interpreted as the end product of
one’s perception.

3.0 Research Objectives

The main objective of this research is to study on the perception of the customer
satisfaction towards Proton Exora. Other than that, the second objective is to determine
the customer satisfaction in choosing Proton Exora. Then, to identify the perception of
the customer in term of the features, design, color, and test drive towards Proton Exora.

4.0 Research Question

The study recognized on perception of customer towards Proton Exora, it presented

several questions that will serve of the entire study.

1. What perception of the customer toward the Proton Exora?

2. How Proton Exora can fulfill customer satisfaction?

3. Why customers choose Proton Exora compare to different car?

5.0 The significant of the study

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 Customer as a user is the one who can make the decision in choosing the car to
their own use. That’s why when we looking to the perception of customer, many types of
customer looking for the same car but different opinion towards that car. Proton Exora
as a car, there is the first MPV in Malaysia with many features and advantage to the
users such like the safety, more power engine, big seat, and interesting color and so on.
In order to the company, they will know and improve their service to that car to make the
customer more satisfied. Without the comment or suggestion from the customer, Proton
Company may not improve their service of the car produce. The study was based on
the following assumptions. The researcher selected to respond to the questionnaires
had sufficient knowledge about the perception of customer towards Proton Exora. The
researcher selected to respond to the questionnaires about the study provided honest
answers to all of the questions.

6.0 Scope and Limitations

The researchers should focus only to those customers or user in choosing the Proton
Exora as their car. It focuses only to the customer perception and more specifically how
user perceptions are evidenced and positively applied within choosing the car. The
target population of this study is the users as a sample. It more to the users which have
a family and as an employee or employers.

7.0 Literature Review

In the business arena, more and more organisations are able to realise the
importance of having good relations with their clients. In this manner, many industries
are trying to identify ways on how to promote or enhance customer perception.
Customers are valuable and at the same time, replaceable. On the other hand, in a
"lost-for-good" relationship, the probability that the customer will purchase again from
the same company is extremely low when the customer decides to terminate the use of
a product due to product defects or problems (Jacobs, Latham, & Lee, 1998). Then, the
customer also must appropriate their ability in take the several value like survey the
advantage and disadvantage of the car, using technical approach like what are the
people saying indicating purchase the car with the comfortable using that particular
item. In keeping with contemporary service quality, customer satisfaction literature for
example Zeithaml et al. (2002) we argue that customer service is an antecedent to
customers’ satisfaction judgment. Customer service is where the firm integrates its
resources with the customers’ resources. However, not all customers want to be fully
integrated with the firm’s resources. Whereas, some may want the company to relieve
them from co-production some may want to be enabled to co-produce (Wickstro¨m and
Normann, 1994). Our first argument is based on how well the firm has made this
alternative resource integration possible for the customers. Our argument is that good
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or bad customer service will have an impact on customer satisfaction, perceived relative
attractiveness, and commitment. As we know, Proton Exora is a first MPV of Proton.
Many perception from the customer towards this car when compare to another type of
Proton cars like Saga, Persona, Wira and so on. They have several different types like
the design, features, and any particular item. The lots of features in Proton Exora that
customer being interesting such like the seven-seated as a most important model for
the year. It also marks the company’s entry into the MPV market, which is growing
domestically and regionally. In addition to an interior that is easily more spacious than
other MPVs in its engine class, the Exora also comes with a separate air-conditioner
blower with ceiling mounted vents for the second and third row passengers. The
conclusion of this literature review is in choosing any product or services we should
have knowledge about the particular item. So that, we can choosing it better with doing
survey, find any sources data towards the perception of the customer about the product
or services. This customer should be identified the importance of customer service to
customer satisfaction, perceived relative attractiveness and commitment.
From this finding, service managers can learn that variations in customer service due to,
for example, quality or availability, have an impact on customers’ perception of the firm’s
relative attractiveness in the marketplace. While good customer service reduces firm
productivity in the short-term, it increases customer productivity. Improved customer
productivity by for example reduced customer input through for example better supplier-
customer resource integration is found to improve convenience (Berry et al., 2002).

Perception of the customer towards proton exora.

7.1 Features

The lots of features in Proton Exora that customer being interesting such like the
seven-seater as a most important model for the year. It also marks the company’s entry
into the MPV market, which is growing domestically and regionally.In addition to an
interior that is easily more spacious than other MPVs in its engine class, the Exora also
comes with a separate air-conditioner blower with ceiling mounted vents for the second
and third row passengers.

Large doors allows for easy entry and exit while the second and third row seats
can be folded for a flat floor layout when carrying bulky items. The vehicle is also not
short on safety features with dual front airbags, pretension seatbelts and an anti-lock
braking system with electronic brake-force distribution. In the safety department, the
MPV has the equivalent of a four-star crash safety rating in the European New Car
Assessment Programme (Euro NCAP).

The vehicle also has a steering wheel with audio buttons, reverse sensors, an
immobiliser and radio/ CD player that supports MP3 and WMA files and Bluetooth
handsfree connectivity. The Exora is a result of an investment of RM450mil and 18
months of intense in-house research and development. It is powered by a 1.6-litre
CamPro CPS engine with 125bhp and torque of 150Nm, and is available in a four-
speed automatic version, in trim levels of Mid-Line and Hi-Line.

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 7.2 Price

The customer also interesting with the relevant price compare to another MPV.
Its not really expensive and more to the relevant cost as well as we look to the features
of the Exora. For the information about the price, the Mid-Line Exora costs RM69,998
and the Hi-Line variant, RM75,998 for the metallic colours. The Hi-Line variant gets
additional features such as a rear DVD monitor, tinted glass, portable satellite
navigation system, cruise control, fog lamps, rear spoiler, and leather seats.

Pricing of the Proton Exora

1) RM57998.00Exora Mt basic
2) RM64998.00 Exora Mt m-line
3) RM69998 Exora at M-line
4) RM75998 Exora at H-line

7.3 Design and colour

Some customer was not satisfied about the design because of the longer
compare to the Livina. It also not considered to someone would not marry yet. It
because the Proton Exora more to the family car which have a comfort and safety
features. The colour choices are Solid White, Genetic Silver, Tranquillity Black, Blue
Haze, Pyrite Brown and Gaia Blue. The customer can choose any colour what they
want because Exora have provided the interesting colour to be choose.

7.4 Test drive

Customer hope to test drives the Exora in a bit longer with hope that Proton will offer a
bigger cc engine or possibly a supercharged engine rather than a turbocharged unit.
The overall exterior looks pretty much impressive from frontal, rear and side view.
However rims probably doesn’t blend it quite and simple to solve, just replace the rims.
The engine compartment as well as the bumper to the front chases does look a bit
flimsy and the rear is good. Several customers consider test drive will make satisfied in
using that car next time.

8.0 Methodology

The methodology section is divided into two parts such as research design and
data collection. Comparative case study method is the applied methodology because it
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is simply a case sensitive topic. Different models and measurements are needed in
order to satisfy the main problem of the study. Enclosed in the past literatures are the
statistical and economic theories that are all essential in building the different
perspectives. It is very advantageous for the study to base all the exploration on the
case studies because there are macroeconomic environment that are part of the
measurement. The economy is comprised of different index that are also involved in the
prices of the product that provides specific description on how the consumers,
businesses, investors, and the government react in the perception of customer towards
Proton Exora. The study will explore the problem in an interpretive view, using
exploratory research strategy because it aims to know more about the concept of
security system. Exploratory research will enable the study to look at the problem in
both descriptive and exploratory manner. It will look into the problem by exploring the
views of different sets of respondents, as well as by exploring different literatures
related with the study. This qualitative study will conduct primary and secondary
research.The applied methodology is the use of the comparative survey and secondary
data. When using the survey, the study would take the population and sample size. The
population is the group of users and customers. There will be asked about the
perception and from that, it can be examine the high rate of advantage and
disadvantage towards the Proton Exora. The sample size of the study is users. The
users will briefly explain how satisfied or not satisfied in using the Proton Exora. Then,
the secondary data was a use is to identify more about Proton Exora from the internet,
magazines, and brochure of that advertising. More information regarding Proton Exora
and the comment of the customer towards that car get from there. This research will
incorporate the exploratory research. The exploratory research is the most flexible type
of research wherein qualitative, quantitative or both and primary and secondary or
secondary research alone could be utilized.

9.0 Resources

The resources that using in doing this research is from the internet. Most
probability the data is coming from the internet because of Proton Exora is the latest
MPV and needed to view the perception of customer. Then, other sources are from
journal and case study. That particular item is from Unisel library using the Emerald and
Science Direct. Other than that, the transportation includes to survey the customer as a
respondent of my research. Online sources, books and interviews will be used to get the
most accurate information in gathering data. Numerical formulas such as ratio and
proportion will be used to calculate the statistics. Maps and photos will also be used to
properly describe the design, location and places in the study. Graphical
representations will be presented for easy understanding of the percentage the

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perception customer towards the Proton Exora. Other than that, it would be categorized
as finance, data access and equipment.

10.0 Data Collection

The data collection part goes into much more detail about how specifically the data are
to be collected. The research will make use of primary and secondary research. The
instrument of data collection is an instrument of questionnaire. There are four section
such as about a respondent demography, close-ended question, type of likert scale,
and recommendation.

10.1. Primary research

In the primary research, a survey will be conducted. The researcher will make
use of semi-structured questionnaires and spontaneous interviewing. The purpose of
the spontaneous interview is central on the elimination of biases that could possibly
come from the researcher and the respondent. Responses will be analyzed through a
descriptive statistic. The researcher will use percentage and weighted mean. The
findings and results will represent the primary data.

10.2. Secondary sources

The secondary sources will be books, journal, and magazine and newspaper
articles and related from the internet. The Internet will be also searched since most of
the case studies and other academic articles regarding the subject are found on
university webpage. The information will be analyzed through a secondary data
analysis. The researcher will then extort only the most relevant information. The findings
will be placed in the literature review section of the proper research. To determine the
number of respondents that will be asked to participate and give information regarding
the study random sampling will be used.

11.0 Timescale

Activity Week 4-5 Week 5-6 Week 7-8 Week 9-10 Week 10- Week 12-

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 11 13
Preliminary
Literature
Research
Research
Topic
Research
Design
Research
Methodology
Necessary
Beforehand
Corresponde
nce
Update
Literature
Read
Conduct
Survey and
Interview
Data
Analysis
Writing of
First Draft
Revisions
(Second
Draft)
Final
Documentati
on
Printing,
Binding and
Submission
Necessary
Afterwards
Corresponde
nce

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12.0 Analysis

Based on the applied method, most of the perception of customer towards Proton
Exora is positive because of the design, features, quality, and service was satisfied to
the customers and user. Other than that, Statistical Package for the Social Sciences
(SPSS) software was utilized to perform the required statistical analysis of the data from
surveys. In this study, they identified the users which have different perception about
the car. Then, it also examine towards the positive or negative perception among the
service and quality of the Proton Exora.

13.0 References

1. http://www.bernama.com/bernama/v5/newsgeneral.php?id=390751
2. www.emeraldinsight.com/0960-4529.html

3. www.sciensedirect.com.pdf
4. www.proton.com

5. Edna Bonacich, Richard P. Appelbaum; University of California Press, 2000

6. http://ivythesis.com

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