Environmental Marketing Communication for Automotive Coatings : A Case Study of Glasurit

Abstract

The research is environmental marketing communication for automotive coating in a case of “GLASURIT” which is part of air and water pollution problem. As well as to raise awareness in the used of environmentally friendly products. Therefore, we study on the perception, understanding, attitudes, decisions and exposure to information about products. The proposed of the research is to study of environmental marketing communication for automotive coating and study on customer’s perception, understanding, attitudes and product information acceptance “GLASURIT”. The methodology research are that collection to information from the research concerning and spread the questionnaire to customers to use GLASURIT only total 255 samples. The statistics analyzing that are include descriptive statistics. In the frequency of percentage and average mean describe the general nature of the sample. Inferential statistics including is T-test, F-test, Fisher’s Least Significant Difference (LSD) and Pearson Coefficient to test. This research is to determine the statistical significance level of 0.05 The results showed that attitudes, the decision to purchase. Product knowledge and perception have a mean equal to 3.89 3.81 3.68 and 3.53 respectively, all four of them is high significant level. Only product information acceptance is moderate level with a mean equal to 3.07. We also found that the different of demographic factor such as job position, income and number of repairing car per month will be most effect to perception, understanding, attitudes, decisions and exposure to information about products. The factors of age and work experiences are secondary factors. In the meantime, perception and information acceptance have inverse correlation with demographic factor and work experiences by they almost understand about environment or health problems but they are still using the product for business propose or in other word they are looking for maximized profit. The health and environmental problems are something distant from their business thus resulting in negative perception from stimulated factors.