FACTORS AFFECTING THE DECISION-MAKING PROCESS TO PURCHASE AN ELECTRIC VEHICLE

Abstract

This research has a purpose. 1) To study the level of opinions towards attitude factor, psychology, 4P's marketing mix and brand value affecting the decision making process  to purchase an electric vehicle. 2) To study the influence of attitude factor, psychology 4P's marketing mix and brand value affecting the decision making process to purchase an electric vehicle. Data were collected through online questionnaire via google form. The sample is inexperienced and experienced people used electric vehicle for 400 examples. Derived by stratified sampling technique from 5 groups facebook related to electric vehicle. Data were analyzed by using descriptive statistics such as percentage mean standard deviation and multiple linear regression analysis. The results showed that psychology factor, 4P's marketing mix factor and brand value factor affecting the decision making process to purchase an electric vehicle with the statistical significance at the 0.05 level. The factors studied can explain the decision-making process for electric car purchases at 61.15%. From the research results, it is suggested that electric vehicle operators should raise awareness of the use of clean energy and reducing environmental impact. Including the highlight of the cost that is more economical than the use of cars that use gasoline. In addition, attention should be paid to product warranty and after-sales service, including the availability of adequate repair centers. as well as developing salespeople to have knowledge and understanding of electric cars and can recommend answer customer questions expertly.