Integrated Marketing Communication Influencing Purchase Decision on Electric Vehicles of Consumers in Phitsanulok Province

Abstract

This research aimed to study the level of consumer’s purchase decision on electric vehicles in Phitsanulok Province and examine the integrated marketing communication affecting consumer’s purchase decision on electric vehicles. The survey research collected information from 400 participants familiar with electric cars in Phitsanulok Province, aged 20 years and over. The data were collected by using a questionnaire. The data were analyzed by using frequency, percentage, average, standard deviation and multiple regression analysis. The results showed that their opinions regarding purchase decision on electric vehicles of consumers in Phitsanulok Province were at a high level, with the highest level on evaluation of alternative, problem or need recognition, search for information, post purchase behavior, and decision making, respectively. Also, integrated marketing communication for electric vehicles among consumers in Phitsanulok Province was at a high level, with the highest level on advertising, sales by sales staff, public relations, direct marketing, and sales promotion, respectively. It was also found that there was a significant difference among personal factors such as age, status, occupation, and monthly income in the decision to purchase an electric car at the 0.05 level. Besides, integrated marketing communication affected the decision to purchase an electric car of consumers in Phitsanulok Province by 57.90 percent, with highest level on advertising, direct marketing, public relations and sales promotion, respectively.