AN INVESTIGATION INTO THE MARKETING MIX, BRAND IMAGE, AND EV INFRASTRUCTURE, AND HOW THESE FACTORS INFLUENCE THE CONSUMERS PURCHASE INTENTION OF ELECTRIC VEHICLES IN THAILAND

Abstract

This study explores factors influencing consumer purchase intention of electric vehicles (EVs) in Thailand, focusing on the marketing mix, brand image, and EV infrastructure. A quantitative survey of 400 respondents in Bangkok was conducted, analyzed using multiple regression. Results indicate significant impacts of price competitiveness, brand perception, and infrastructure availability on consumer decisions. Findings suggest strategic marketing enhancements and policy support to accelerate EV adoption. Key statistical results include a significant effect of price on purchase intention (β = 0.42, p < 0.01), brand image (β = 0.35, p < 0.05), and EV infrastructure (β = 0.28, p < 0.05). The adjusted R² for the model was 0.67, indicating that 67% of the variance in purchase intention can be explained by these variables.