The Influence of Marketing Mix Factors on the Electric Vehicle Purchase Decision Process of Consumers in Songkhla Province

Abstract

          This study aimed to: (1) examine the levels of consumers’ opinions regarding marketing factors and the decision-making process for purchasing electric vehicles (EV) in Songkhla Province; and (2) investigate the influence of marketing factors on the EV purchasing decision-making process among consumers in Songkhla Province. This research employed a quantitative approach, using an online questionnaire as the instrument for data collection. The sample consisted of 500 consumers previously purchasing electric vehicles and resided in Songkhla Province. The statistical techniques used for data analysis included frequency, percentage, mean, correlation analysis, and multiple regression analysis.

           The results corresponding to the first objective revealed that the marketing factors related to product and price were at the highest level, while distribution channels and promotional activities were at a high level. Regarding the purchasing decision-making process, the stages of problem recognition, information search, evaluation of alternatives, and post-purchase behavior were at the highest level, whereas the purchase decision stage was at a high level. With respect to the second objective, product, distribution channels, and promotion had a positive influence on the EV purchasing decision-making process, whereas price had no significant influence. The findings suggested that entrepreneurs in the electric vehicle industry could utilize these results as guidelines for designing and developing products, formulating promotional strategies, and managing distribution channels and pricing in accordance with the needs of target customers.