| Summary: | With the existing global warming issue, automotive industry used to be
accused as ringleader of those issue. Toyota as the biggest car manufacturer in the
world not just stay in silent, far from this global warming issue, Toyota already
produce a hybrid car that gonna be the answer of the global warming issue,
Toyota Prius. In US and Europe market, Toyota Prius is the best seller car. Even
in US market, consumers have to wait for 6 month just to get Toyota Prius. It is
little bit different from South East market especially Indonesia. Entering
Indonesian market since 2003 by General Importer and officially launch in 2009
from Toyota Astra Motor, Toyota Prius haven�t achieve the number of selling
target 10 unit/month. This selling issue that got writer�s attention to identify the
problems in this research.
The purpose of this research is to recognize how is the consumer
perception with car that run by hybrid technology and what factors that affect
purchasing of Toyota Prius by interviewing the potential buyer, potential seller,
journalist, and user of Toyota Prius. This research can be used as suggestion and
improvement for existing strategy by analyzing internal and external strength and
weakness.
The result from this research expected to be basic of evaluating the current
strategy with see the insight of the potential buyer, potential seller, journalist, and
user of Toyota Prius to increase the number of sales of Toyota Prius it self.
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