Marketing mix factors and Psychological factors affecting the Dicision to Install Solar roof in Thailand

Abstract

This research aimed (1) to survey the personal factors, purchese behavior, psychological factors and marketing mix factors to the dicision install solar rooftop in Thailand. (2) To analyze the effect of psychological factors towards customer’s decision making on solar rooftop installation. (3) To analyze the effect of marketing mix factors towards customer’s decision making on solar rooftop installation. This research was quantitative research, testing of 376 samples of customers who have registed to install solar rooftop, using stratified random sampling and simple random sampling techniques. The data were collected by questionnaires. The statistics used in the research were the descriptive statistics such as frequency, percentage, arithmetic mean, standard deviation; and binary logistic regression techniques were used to test the hypotheses.

The findings found that (1) the demographic characteristics of the samples of customer were mainly males, aged from 51-60 years old, bachelor degree level of education, self-employed, average monthly income 30,001-60,000 baht (2) In result of the analysis on psychological factors; attitude had influence to the level of customer’s decision making on installation of solar rooftop in Thailand. (3) The analysis on marketing factors, there were 3 factors of the variables, which were price, place and marketing communications had influence to the level of customer’s decision making on installation of solar rooftop in Thailand.