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Abstract

The purpose of this study was to study the Marketing Mix factors that affecting the demand of consumers in Mueang District, Chiang Mai Province to purchase electric cars. Using Marketing Mix concept (7Ps), consisting of Product, Price, Place, Promotion, People. Process, and Physical Evidence. The questionnaire was used as a tool to ask 405 consumers in Mueang District, Chiang Mai Province in purchasing the electric vehicles. By using Quota Sampling method and divided the consumers into 3 groups: Hybrid Electric Vehicles (HEV), Plug-in Hybrid Electric Vehicles (PHEV) and Battery Electric Vehicles (BEV), each group of 135 consumers equally for appropriateness in comparative data analysis. The data were analyzed by using Descriptive Statistics consisting of Frequency, Percentage, Mean and Inferential Statistics. And analyzing the variance (Analysis of Variance: ANOVA) among the 7 Marketing Mix factors. The study found that the participants who were interested and wanted to buy Hybrid Electric Vehicle (HEV), Plug-in Hybrid Electric Vehicle (PHEV) or Battery Electric Vehicle (BEV) were mostly male, aged 35 - 49 years old with Bachelor's degree or equivalent. Working as company employees/employed, earned between 30,001-50,000 baht a month. The study also found that most participants who were interested in electric vehicles because of the savings in fuel costs. The price that the participants were interested in and wanted to buy was between 1,000,001 – 1,500,000 baht. In addition, most of the participants had a plan to buy an electric car but do not have exact schedule. For the method of payment when buying an electric car, they preferred 60 installments plan or 5 years plan and expected the price to be paid per installment between 15,001 – 18,000 baht. The results of the study of Marketing Mix factors affecting the demand of consumers in Mueang District Chiang Mai Province to purchase electric cars were different at the significance level of 0.05. All 7 aspects were ranked in descending order of average as follows: Product, Place, Price, Process, People, Physical Evidence and Promotion, respectively. As comparing the average of the importance of the Marketing Mix that affects the needs of consumers in Mueang District, Chiang Mai Province, by analyzing the variance, the average difference between the three electric vehicle groups was different with a statistical significance of 0.05. It was also found that the participants who were interested or wanted to buy Battery Electric Vehicles (BEV) focused on Product, Price, Place, Promotion, and Process more than the participants who were interested or wanted to buy Hybrid Electric Vehicle (HEV) and Plug-in Hybrid Electric Vehicle (PHEV). It also found that the participants who were interested or wanted to buy Battery Electric Vehicle (BEV) and Plug-in Hybrid Electric Vehicles (PHEVs) focused on Staff and Physical Evident aspects more than the participants who were interested or wanted to buy Hybrid Electric Vehicle (HEV).