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remanufactured products. A market barrier specific to OEMs is the fear of cannibalization (Fig. 2), which shows that remanufactured products are considered as replacing the sales of new and more profitable product ranges with their potential to tap new markets or customer segments. The obstacles in this context in the region are discussed below, where the discussion of OEMs is based on a literature review. Table 6 Consumers’ knowledge, purchase experience and purchase intention of remanufactured automotive parts. Indonesia Malaysia Thailand Vietnam Japan US (N=500) (N=500) (N=500) (N=500) (N=600) (N=500) Source: Author’s web-questionnaire survey to car owners in the six countries. Notes: The survey in the US was conducted in November 2014. Surveys in the other five countries were conducted in January 2017. In the spare parts market in Southeast Asian countries, as well as in other countries, including the US, EU and Japan, independent remanufacturers rather than OEMs are the main actors in supplying remanufactured automotive parts today. From a long-term perspective, OEMs are expected to play a significant role in the remanufactured automotive parts market. A market barrier specific to OEMs is the fear of cannibalization. Many OEMs offering remanufactured products encounter internal resistance from departments in charge of new products over the perception of competition, resulting in fewer financial and sales channels specific to the remanufactured products markets. Especially in North American and European automotive parts markets, OEMs have launched remanufactured product lines only to face competition from independent remanufacturers. This reaction causes most producers consider remanufacturing part of their long-term development strategy. Therefore, it can be assumed that the relative lack of independent remanufacturers in Southeast Asia, combined with the small market size, can explain the lack of application by OEMs of remanufacturing in such countries. As imports of used products are increasingly restricted, the option to offer imported remanufactured parts may also not be seen as an economically attractive solution. in Further consideration of business models Estimating the Potential Material-saving Effects of Automotive Parts Remanufacturing [Knowledge] Q: Have you ever heard of remanufactured auto parts? Yes 80.8% 73.0% 69.2% 95.2% 22.2% 70.8% No 19.2% 27.0% 30.8% 4.8% 77.8% 29.2% field not this to [Purchase experience] Q: Have you ever bought remanufactured auto parts?Yes 51.4% 42.0% 48.8% 66.8% 16.3% 41.8% No 48.6% 58.0% 51.2% 33.2% 83.7% 58.2% ownership. As per example in the case of copy machines leased as “pay per use” on customer premises, these models are widely accepted within the providing companies, and customers focus solely on the reliability of the product instead of its production origin. The spread of remanufacturing largely depends on consumers’ acceptance of remanufactured products. Consumers are often unfamiliar with remanufactured products, and even if they know about them, they may have concerns about the quality of remanufactured products. of remanufactured products (Matsumoto et al., 2018). A web questionnaire survey to investigate consumers’ knowledge, purchase experiences, and purchase intentions regarding remanufactured automotive parts was conducted in a total of six countries, including four Southeast Asian countries – Indonesia, Malaysia, Thailand and Vietnam. The survey targeted consumers who owned and drove cars. Table 6 shows the question items and the results, which show that consumers in the four countries have a relatively high acquaintance with remanufactured auto parts. While in Japan, only 22.2% of consumers have heard of remanufactured auto parts, many more consumers in those four countries know about the products. Also, many consumers in the four countries answered they had experienced purchasing of remanufactured auto parts, while in Japan, only 16.3% of consumers answered that way. The average intention to purchase remanufactured auto parts is also high in the four countries compared to among consumers in Japan. These results indicate that the four countries in Southeast Asia are in favorably suited in terms of consumers’ level of knowledge, familiarity and intention to purchase remanufactured auto parts. The industries and governments in these countries should make efforts to maintain that level. for automotive parts is needed. In general, remanufacturing works best when the cost savings compared to new parts benefit the OEM in the case of product-service systems where use of the product is sold without transfer of Although the four Southeast Asian countries in which the survey was conducted comprise the majority of the region, having 92% of the car stock in 2015 and 71% of population in 2020, the other six countries in that region These hinder [Purchase intention] Q: If I need to repair an alternator or starter (A/S), I am willing to buy remanufactured A/S. 7-point Likert scale (“1: strongly disagree” to “7: strongly agree”) Average (middle=4.0) their acceptance 4.43 3.98 4.44 4.93 3.28 4.25 71 3.2 Market Barriers on the Supply Side 3.3 Market Barriers on the Demand Side

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