THE INFLUENCE OF BRAND IMAGE AND CORPORATE SOCIAL RESPONSIBILITY ON CONSUMERS’ PURCHASE DECISIONS FOR HYBRID CARS IN CHONBURI PROVINCE
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Abstract
Introduction: the study of consumers’ purchase decision and factors affecting to consumers’ purchase decision are interesting topic for developing clean energy vehicle industry in Thailand. However, the joint study of brand image and corporate social responsibility affecting to consumers’ purchase decision for hybrid vehicles are rare. Objective: this study aimed to examine the influence of brand image and corporate social responsibility (CSR) factors on consumers' purchase decisions regarding hybrid vehicles in Chonburi Province, Thailand. Methods: the research was a quantitative research design, using a structured questionnaire as the primary data collection instrument. The sample consisted of 400 working-age individuals, who were collected from population with the age 30 years and above. Moreover, they owned a private vehicle or intended to purchase a new vehicle. Data were analyzed using descriptive statistics and Inferential statistical analyses such as mean, standard deviation and multiple regression analysis. Results: research findings revealed that the nine independent variables could explain consumers' purchase decisions regarding hybrid vehicles, with a predictive power of 41.2%. When each dimension was examined individually, the results indicated that brand image in perceived quality and user personality and corporate social responsibility toward consumers significantly influenced consumers' purchase decisions for hybrid vehicles. Conclusion: organizations should concern about creating strategies in brand image about perceived quality and user personality and corporate social responsibility toward consumers, which generated to consumers’ purchase decisions for hybrid cars.
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