ASEAN NCAP has been in existence for the last eight years. Over these years, multiple initiatives had been undertaken to stress the importance and relevance of vehicle safety to the consumers. This study is undertaken to study and gauge the levels of understanding with regards to the vehicle safety assessment through ASEAN NCAP, amongst the consumer in Malaysia. A total of 428 respondents was involved in this study and the survey had been conducted throughout the major cities in Malaysia. The

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... alysis shows that three main factors contributes to the buying decision of vehicles in Malaysia, they are fuel economy, comfort technology and safety assist technology. Air conditioning and the navigation system were the most important technology that is preferred by the consumers in their selection of vehicles to purchase. The study also reveals that an emphasis is placed on vehicle safety, as the Anti-Lock Braking System (ABS), the Anti-Theft Devices/Alarms and the Emergency Braking Assist (EBA), as being the required priority when choosing a vehicle to be purchased. In comparison with a previous study done, it further shows that the awareness and the level of understanding of ASEAN NCAP had increased to 36 %. This value indicates that the effectiveness of these numerous promotional activities conjured by various stakeholders has had an impact. Nevertheless, continuous effort needs to be effected to ensure the ASEAN NCAP becomes a sensible benchmark for potential buyers in Malaysia in making purchase decisions.