This dissertation investigates the factors influencing the purchase behaviors of privately owned automobiles among car buyers in Kuching, Sarawak, Malaysia, with a specific focus on the impact of income levels. The research aims to understand how income affects consumer decisions in the car market, given Kuching's steady growth and increasing car ownership. The study analyzes data from 70 car buyers in Kuching, employing correlation and regression analyses to determine the relationships between purchase intentions, economic conditions, car prices, and various influencing factors (psychological, social, cultural, personal and economic). The findings reveal a strong correlation between purchase intentions and both economic conditions and car prices, suggesting that financial stability significantly influences car purchasing decisions. The research uses a mixed-methods approach, combining quantitative surveys and qualitative interviews to provide a comprehensive analysis. The study also discusses the implications of the findings for car manufacturers in Kuching, offering insights into how to align marketing strategies with consumer behavior across different income levels. The dissertation includes a detailed literature review, methodology, data analysis, and recommendations for future research, providing a valuable resource for understanding consumer behavior in the automotive industry within a developing city context.
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