Shujaat Ali


Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award


Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary

The Automobile industry in Pakistan is considered to be one of the oldest and most profitable industries. It is an advancing and dynamically rising sectoi of Pakistani industry. 100- 170 thousand is the annua! production of automobiles of this industry, which is although a good number but still a lot needs to be done in terms of offered quality & features. The anufacturing of vehicles, its technology and parts of the vehicles is somewhat behind the international standards. Only few car models are made here in Pakistan leaving no options for consumers. As there is not enough verity to choose from, it opens doors for foreign car manufacturers to cater customers. The lack of rivalry amongst local manufacturers has offended the consumers, as they are not delivering value for money (especially in a small car segment). Hence a large number of consumers opt to go for Japanese driven cars known as JDM (Japan Domestic Market) cars. JDM cars are initially bought by Japanese consumers, and after being used for 3 to 5 years within Japan, imported to Pakistan. Since devaluation of these cars is high in Japan so even after paying costly shipping/freight costs, it landed in m Karachi on cheaper prices as compared to locally assembled cars. These cars are popular among masses due to their Japanese built quality, durability, specification & advance features which are unparalleled with locally assembled models. In short these cars deliver much higher Value for many as compared to locally available brand new vehicles.

The aim of this study is to find the influencing factors that shift the local consumer towards JDM cars Furthermore, a comparative analysis had been done between JDM & Locally manufactured vehicles. The key elements on which Japanese used cars are compared with locally assembled cars and what consumer thinks about the locally assembled vehicle are also the primary concern behind this research.

The study was conducted in Karachi. A sample size of 75 individuals, including mature drivers. Car enthusiasts & genuine buyers from market were included. In order to make the research authentic & to avoid prejudice, response from the representatives of Local car manufacturers (Toyota & Suzuki) were also included. Data analysis was conducted using Microsoft Excel and displayed in graphical manner.

Value for money, Safety and Driving comforts top the rank in terms of customer requirement. This research also attempts to consolidate findings & suggestions to overcome present scenario of Pakistani manufactured car industry.



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