The Relationship between Marketing Mix Factors and Consumer’s Purchasing Decision of Personal Electric Vehicles in Nakhon Ratchasima Province

Abstract

The objectives of this research were: 1) to study the marketing mix factors of personal electric vehicles of consumers in Nakhon Ratchasima province, 2) to study the level of purchasing decision personal electric vehicles of consumers in Nakhon Ratchasima province, 3) to study the relationship between marketing mix factors and the purchasing decision personal electric vehicles of consumers in Nakhon Ratchasima province. The research subjects included 400 consumers in Nakhon Ratchasima province who used a passenger car not exceeding seven seats registered at the Nakhon Ratchasima Provincial Transport Office. The independent variable is the marketing mix of personal electric vehicles, consisting of 1) product, 2) price, 3) place, 4) promotion, 5) people, 6) process, and 7) physical. In the post-purchase behavioral stage, the statistics used in the research are descriptive, consisting of percentage, mean, and Pearson's Product Moment Coefficient of Correlation. The significance of simplified sampling of the research results showed that 1) Factors of the personal electric vehicle market mix of consumers in Nakhon Ratchasima province; The aspect with the highest level of importance is the product aspect. 2) The purchasing decision a personal electric vehicle among consumers in Nakhon Ratchasima province. The aspect with the highest level of decision-making is the option assessment aspect. 3) The relationship between marketing mix factors and consumers' purchasing decision a personal electric car in Nakhon Ratchasima province. It was found that the relationship between marketing mix factors and consumers' purchasing decision electric vehicles in Nakhon Ratchasima province. Overall, there is a high level of positive correlation. The aspect most closely related to the purchasing decision an electric vehicle is the promotion, and the side that is least related to the purchasing decision an electric car is the people.