After - Sales Service and Pricing as Determinants on Consumer Buying Decision in Automotive Industry Case Study: Porsche Kosova

Abstract

The automotive industry is considered one of the most positive industries in global technological development. Various manufacturers have built and developed automobiles not only to improve the transportation system but also to encourage environmental protection to the full automation of the transportation system. Kosovo doesn’t have any production in automotive industry, but the trading of vehicles is growing every day more and more, where the buying decision is mostly taken by the price of the vehicle and after-sales services. Thus, the aim of this study is to analyze the role of after-sales services and pricing as determinants on consumer buying decision. For this purpose, we analyzed data gathered from Porsche Kosova sh.p.k., own internal research in Kosovo with 5870 customers over the years 2008-2019.  Results show that beside pricing and after-sales services, there are other determinants which affect buyer decision making such are performance, life style, image and so on.