Marketing factors affecting the decision-making process for purchasing electric vehicles of Generation Y in Bangkok

Abstract

This research aims to examine demographic and marketing mix factors that influence the the decision-making process for purchasing electric vehicles among Generation Y in Bangkok. A questionnaire was used as a tool to collect data. The sample group consisted of 400 people from Generation Y in Bangkok. Descriptive data analysis included frequency, percentage, mean, and standard deviation. Inferential data analysis included independent samples t-test, one-way ANOVA, a Fisher’s least significant difference test and a multiple linear regression analysis. The study found that the majority of respondents were male, single, aged 25-30 years, with an average income of 15,847 - 23,383 baht, and had attained a bachelor's degree. The sample group ranked the marketing mix factors of place and products the highest. Promotion and price received high priority. In addition, the stages of the purchasing decision process- post-purchase behavior, alternative evaluation, problem recognition, and purchase decision -were given the highest priority. The information-search stage was given a high priority. The hypothesis testing revealed that demographic factors such as age, education, income, and occupation affect the decision-making process for purchasing electric vehicles among Generation Y in Bangkok. Furthermore, it was found that the marketing mix factors of products, place and promotion significantly affected the electric vehicle purchasing decision process of Generation Y in Bangkok at a 0.05 significance level.