Consumer Priorities and ASEAN NCAP Awareness in Vehicle Purchasing

Abstract

This study examines consumer behavior in vehicle purchasing decisions and their awareness of the ASEAN New Car Assessment Program (ASEAN NCAP) among Malaysian car buyers. A total of 279 respondents participated in an online survey that explored purchasing priorities, willingness to pay for safety features, and knowledge of safety ratings. Descriptive and inferential analyses were conducted using SPSS Version 26 to identify patterns and relationships between demographics, purchasing behavior, and safety awareness. The results show that safety features, price, and safety ratings, such as ASEAN NCAP and Euro NCAP, were the most influential factors when choosing a vehicle, while design and color were the least important. Fuel efficiency and fuel type were also highly rated, reflecting both cost considerations and shifting consumer preferences. More than half of the respondents (51.6%) stated that they were willing to pay more for cars with higher safety features, while 36.6% were uncertain and only 11.8% were unwilling, indicating a growing appreciation of safety even among cost-conscious buyers. Awareness of ASEAN NCAP was relatively high, with 66.3% of respondents recognizing the program. Most respondents understood that ASEAN NCAP provides star ratings for vehicle safety, and 76% reported that these ratings influenced their purchase decisions. However, awareness of the ratings was significantly higher among urban and higher-income groups
compared to rural and lower-income respondents, indicating uneven access to safety information. Overall, the study reveals that safety and affordability remain key factors in purchasing decisions. However, ASEAN NCAP could strengthen its impact through broader outreach and consumer education.