Changing market scenario of automobile sector in Saudi Arabia

The Saudi Arabian car market is experiencing changes. New entrants to the car market like Kia are gaining popularity. This has led to a drop in the market share of other brands. There is a research gap in terms of studies in the automobile sector of Saudi Arabia. This study tries to fill the gap by identifying those factors which are influencing this change in consumer behavior. It uses six factors namely mileage, resale value, maintenance cost, pollution, product image, and country of make. Using binary logistic regression method the study reports that only fuel efficiency and maintenance cost determines the satisfaction in the car market. Hence, the study identifies improving fuel efficiency and reducing maintenance cost as key factors towards the performance of automobiles. The result of this study can be used by the automobile companies which want to increase their market share.