Factors Relating to Consumers’ Decision to Buy Hybrid Cars Bangkok Area

Abstract

The purposes of this research were (1) the marketing mix factors affecting a hybrid car purchasing decision; (2) a hybrid car purchase decision process; (3) comparison of a hybrid car purchasing decisions classified by personal data; (4) finding the relationship between the marketing mix factors and a hybrid car purchase decision; and (5) marketing mix factor influencing a hybrid car purchase decision. The sample in the study was 404 people who bought a hybrid car by using questionnaires as a research tool. Data were analyzed by using percentage, mean, t-test, one-way ANOVA, correlation, and regression analysis.

         The results of the study showed that most of the respondents were female, aged 26-35 years old, marital status, graduated with a bachelor’s degree, civil servant or state enterprise workers, and an average income of 30,001-40,000 baht. The marketing mix factors and the process of the decision affected the decision to buy a hybrid car were at a high level.  The personal different factors in terms of gender, level of education, occupation, and income affected the decision-making process to buy a hybrid car with statistically significant at .05 level. The overall picture of factors of marketing mix, product, price, distribution channel, and marketing promotion related to a hybrid car purchase decision-making process with a high level of relationship in same direction and marketing mix factors in terms of products and marketing promotion influenced the process of the decision with a statistically significant at the level of .05.