Kepenggunaan automotif di Malaysia: Kajian terhadap impak keselamatan kenderaan dan penarafan bintang ASEAN NCAP: Automotive consumerism in Malaysia: A study on the impact of vehicle safety and ASEAN NCAP star rating

Mohd Hafzi Md Isa; Khairil Anwar Abu Kassim; Zulhaidi Mohd Jawi; Nuraslisa Aiza Mohd Hamiruz; Rozana Ramli; Salina Mustaffa

Authors

Mohd Hafzi Md Isa New Car Assesment Program for Southeast Asian Countries (ASEAN NCAP), Taman Kajang Sentral, 43000 Kajang, Selangor Darul Ehsan, Malaysia
Khairil Anwar Abu Kassim New Car Assesment Program for Southeast Asian Countries (ASEAN NCAP), Taman Kajang Sentral, 43000 Kajang, Selangor Darul Ehsan, Malaysia
Zulhaidi Mohd Jawi Vehicle Safety and Biomechanics Research Centre, Malaysian Institute of Road Safety Research (MIROS), Taman Kajang Sentral, 43000 Kajang, Selangor Darul Ehsan, Malaysia
Nuraslisa Aiza Mohd Hamiruz Fakulti Sains Komputer dan Matematik (FSKM), Universiti Teknologi Mara (UiTM), 40450, Shah Alam, Selangor Darul Ehsan, Malaysia
Rozana Ramli Fakulti Sains Komputer dan Matematik (FSKM), Universiti Teknologi Mara (UiTM), 40450, Shah Alam, Selangor Darul Ehsan, Malaysia
Salina Mustaffa New Car Assesment Program for Southeast Asian Countries (ASEAN NCAP), Taman Kajang Sentral, 43000 Kajang, Selangor Darul Ehsan, Malaysia

Keywords:

Vehicle safety, Safety rating, Automotive consumerism, ASEAN NCAP Keselamatan kenderaan, Penarafan keselamatan, Kepenggunaan automotif, ASEAN NCAP

Abstract

The main aim of this study is to understand the consumer perception towards vehicle safety as well as the impact of star rating program for passenger vehicle safety, known as ASEAN NCAP, in improving the maturity of automotive consumerism in Malaysia. From a total of 500 respondents surveyed in the Klang Valley conurbation, the analysis shown that the safety factor emerged as one of the important factors in the users’ purchasing decision. Most users tend to understand vehicle safety from the view of passive safety rather than active safety. As compared to previous study, the awareness on ASEAN NCAP rating has increased to 38.5%. Nevertheless, it is a long way to go for ASEAN NCAP to increase the impact of the rating program through various promotional strategies since the number of users who are really considering the safety rating can be considered as low. This can be explained by the number of users who know their car models’ safety rating, direct access to information on ASEAN NCAP website and the magnitude of rating impact in influencing their purchasing decision.

Kajian ini bertujuan untuk mengetahui sejauh mana persepsi pengguna terhadap keselamatan kenderaan dan juga impak program penarafan bintang, atau ASEAN NCAP, dapat membawa perubahan kepada kematangan kepenggunaan automotif di Malaysia. Hasil daripada 500 responden yang dikaji di kawasan konurbasi Lembah Klang mendapati aspek keselamatan menjadi antara yang terpenting semasa membuat pembelian kenderaan. Persepsi pengguna juga lebih terarah kepada aspek keselamatan pasif berbanding keselamatan aktif. Kesedaran berkenaan kewujudan program Penarafan ASEAN NCAP juga meningkat kepada 38.5% berbanding angka kajian yang lepas. Namun begitu, impak penarafan ini perlu ditingkatkan melalui lebih banyak strategi-strategi promosi kerana bilangan mereka yang memanfaatkan maklumat keselamatan ini masih rendah. Ini dijelaskan oleh perangkaan yang rendah bagi mereka yang mengetahui tahap bintang bagi model yang dipilih, capaian kepada maklumat daripada laman web ASEAN NCAP sendiri serta magnitud penarafan dalam mempengaruhi keputusan pengguna semasa memilih model kenderaan mereka.