THE FACTORS INFLUENCING THE DECISION TO PURCHASE HYBRID ELECTRIC VEHICLES (HEVs) IN THE WHA EASTERN SEABOARD 1 INDUSTRIAL ESTATE, RAYONG PROVINCE

Abstract

This research aims to study consumer behavior and factors influencing the decision to purchase Hybrid Electric Vehicles (HEVs) in the WHA Eastern Seaboard 1 Industrial Estate, Rayong Province. The results indicate that: 1) Different demographic factors significantly influence the decision to purchase HEVs at the .05 level of significance. 2) Different behavioral factors significantly influence the decision to purchase HEVs at the .05 level of significance. 3) Marketing mix factors, specifically product and price, significantly influence the decision to purchase HEVs in the WHA Eastern Seaboard 1 Industrial Estate, Rayong Province, at the .05 level of significance.