Proton which use stimulus generalization to build up good will among car users are recommended to pick up the trend by implementing the important features of popular selling cars in the market, by having slightly different stimuli in their own production hoping that consumers will have same response relating their product with the popular models.
Car users are mostly attracted to powerful car attributes, such as stylish sports-looking outlook, luxury cabins, dynamic stability control, simple touch screen control etc.Famous car brands such as Jaguar, Benz, Porsche, Audi are all adapters for such innovative features that will enhance a positive car user‘s driving experience. Therefore it is essential for Proton to catch up the flow by upgrading its productivity standard, taking the market leader’s competitive advantage as a reference to build up a favorable car for Proton’s users. (private branding) E. g. Reference to Jaguar XF headlamps incorporate daytime running lights arranged in 'J Blade' formation, Proton create an intelligence front head light with slim outlook that will turn on and off automatically.
http://www. jaguar. com/gb/en/xf/models/features/exterior) Product extension could be apply if Proton’s hybrid car is getting well response in the market, in terms of power cc (1. 5, 2. 0, 2.
3etc), colour (red, blue, silver), models (business, sport, luxury, premium) to meet up different demand from different consumer class. As for observational learning, it is important to find the perfect spokesperson for the product, since consumer’s response can only reinforce by strong favourable stimulus to create positive impression.If most of the car users show good rating and feedback after the trial-and-error phrase for the particular model, hence more and more people will have acceptance and confidence to try Proton’s product. Therefore Proton must emphasis on getting user review, and should focus on highlighting users compliment in their promotional effort, for users to observe and learn that the quality of the product.
E. g. Former world number 1 car racer Fernando Alonso shows “like” to Proton’s Alam car during the Sepang F1 race, celebrity endorsement effect will give customers confidence in trusting Proton’s product. Eg.Proton forum list down all the goodwill and positive feedbacks from past and current customers, clearly list down the compliment and good rating for uncertain customer to view the consumption result clearly, so that such result could influence their buying intention. For further enhancing customer experience, Proton should allow their customer for a free driving trial to enjoy personal driving experience when they show interest in Proton’s hybrid car.
A test drive within an hour would give customer a direct self-involved experience to determine the product features and benefit, reinforcing their extinction response.
