Factors affecting the Decision to Buy Electric Cars of the Population in Bangkok

Abstract

          The objectives of this study were: 1) to study marketing mix factors, 2) to study electric car purchase decision, 3) to compare electric car purchase decisions of the population in Bangkok classified by personal data, and 4) to study marketing mix factors affecting their electric car purchase study. Statistical tools used in descriptive analysis were percentage, mean, hypothesis test, t-test, ANOVA, F-test, (One-way ANOVA) and Multiple Regression Analysis.

           The results showed that most of the respondents were: female, aged 41-50 years old, married family status, bachelor's degree, civil servant, average monthly income of 20,001 – 30,000 baht, living in eastern Bangkok. Marketing mix factors for buying electric cars of  the population in Bangkok overall were very important. The decision to buy electric cars of the population in Bangkok as a whole was at a very important level. The results of the hypothesis test on age personal information (family status, education levels, different average monthly incomes) showed their impacts on the electric car purchase decisions of people in Bangkok. Different marketing mix factors price, distribution channel and product influenced the electric car purchase decisions of the population in Bangkok with statistical significance at .05 level.