The influence of marketing mix factors on consumer’s purchase intention toward hybrid car in Johor Bahru

Johor Bahru continues to face environmental problems caused by rapid development and urbanization. The environmental issues have induced automotive industries to produce more environmental friendly cars that will reduce the damage to the environment. Consumers have raised concerns about environmental problems and are willing to exhibit green products buying behaviour. The objective of this study is to explore the influence of marketing mix factors on consumer’s hybrid car purchase intention in Johor Bahru. Amos version 18.0 and SPSS version 20.0 will be used for analysis the data information. Four hundred of respondents will be selected to fill the questionnaire. The finding of this study provided empirical results to academician and vehicle dealer in the field of hybrid car purchase intention in Johor Bahru.