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 investigates the factors influencing consumer purchase intention of electric vehicles (EVs) in Thailand, focusing on the marketing mix, brand image, and EV infrastructure. The marketing mix encompasses price, product, place, and promotion; brand image includes EV image, car brand, and country of origin; and EV infrastructure considers charging stations, dealerships, and maintenance services. A quantitative research method was used, employing structured online surveys distributed to 400 respondents residing in Bangkok and nearby regions through convenience and snowball sampling. The questionnaire included multiple-choice and five-point Likert scale questions, assessing the relationship between the independent variables (marketing mix, brand image, EV infrastructure) and the dependent variable (purchase intention). Descriptive and inferential statistical analyses, including multiple regression, were conducted using statistical software. The results of the study showed that all the hypotheses proposed were supported. Findings reveal significant relationships between all independent variables and purchase intention, underscoring the need for targeted marketing, robust brand positioning, and improved EV infrastructure to bolster consumer adoption of EVs in Thailand.