Marketing Mix that affects the Intention to Purchase Electric Vehicleof Consumers in Nonthaburi Province

Abstract

The objectives of this research were: 1) to study the marketing mix (7Ps) in relation to the purchase intention of electric vehicles among consumers in Nonthaburi Province 2) to study the purchase intention of electric vehicles among consumers in Nonthaburi Province; and 3) to study the marketing mix (7Ps) factors that influence the purchase intention of electric vehicles among consumers in Nonthaburi Province. The sample consisted of 400 individuals interested in purchasing electric vehicles in Nonthaburi, selected using stratified random sampling and convenience sampling methods.

The research findings showed that: 1) the overall marketing mix for those interested in purchasing electric vehicles was at a very high level; 2) the purchase intention of those interested in purchasing electric vehicles was also at a very high level; and 3) the marketing mix factors, including distribution channels, personnel, price, promotion, and product, influenced the purchase intention of electric vehicles among consumers in Nonthaburi. These factors could predict the purchase intention with 38.88% accuracy, with the prediction equation in standard score format: Ẑ = 0.089 (Product) + 0.178 (Price) + 0.266 (Distribution Channels) + 0.088 (Promotion) + 0.200 (Personnel). The results of this research reflect that the decision to purchase electric vehicles among consumers in Nonthaburi Province is influenced by various marketing mix components, particularly distribution channels and personnel, which carried the highest weights in the predictive model. This indicates that product accessibility and the quality of service provided by staff are key factors in building consumer trust and enhancing purchase intention. These findings can be effectively applied to develop marketing strategies that foster strong purchase intentions among prospective electric vehicle buyers with both efficiency and effectiveness.