Decision-Making Model for Buying Electric Vehicls (EV) Of People in Bangkok and Its Vicinity

Abstract

This research aimed to 1) study the importance of factors in deciding to buy electric cars, 2) compare the importance of factors in deciding to buy electric cars classified by gender and income, 3) analyze the components of the decision-making model of buying electric cars, and 4) propose the decision-making model of buying electric cars of people in Bangkok and its vicinity. The sample group used in the research was 400 people who had bought electric cars in Bangkok and its vicinity. The instruments used were questionnaires. The statistics used were frequency, percentage, mean, standard deviation, ANOVA, and factor analysis.

The research results found that the importance of marketing mix factors can be ranked from most to least as follows: 1) physical components 2) product 3) price 4) promotion 5) process 6) personnel 7) distribution channels. The results of comparing the differences in the importance of marketing mix factors found that different genders gave different importance to marketing mix factors at a statistical significance level of .05 for 6 aspects, except for price, where no differences were found. As for different incomes, it was found that they gave different importance to marketing mix factors at a statistical significance level of .05 for all aspects. The results of the analysis of the components of the decision-making model for purchasing electric vehicles consisted of 7 main components and the decision-making model for purchasing electric vehicles of people in Bangkok and its vicinity, which consisted of 7 main components and 19 subcomponents, namely, main component 1: convenience of receiving services, consisting of 5 subcomponents; main component 2: price and expenses, consisting of 3 subcomponents; main component 3: channels for educating consumers, consisting of 3 subcomponents; main component 4: creating motivation that affects consumers, consisting of 3 subcomponents; main component 5: product image, consisting of 2 subcomponents The 6th main component, Human Resources Management, consists of 2 subcomponents, and the 7th main component, Promotion, consists of 1 sub components.