Consumer decision making process on electric vehicles in Thailand | |
| Author | Rodvong, Tina Marie |
| Call Number | AIT RSPR no.SM-19-13 |
| Subject(s) | Consumer decision making Consumer behavior--Thailand Electric vehicles--Thailand |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Thailand has bolstered its investment and spending to promote electrical vehicles adoption rate; however, sales number remains strikingly low and adoption rate has slightly increased over the past 5 years. The country has signed with Paris Agreement to lower its carbon emission levels and Board ofInvestment approved tax-break incentives for corporations to produce vehicles in Thailand. A means-end analysis for Thai consumers values on buying electrical vehicles through interviews, forums, and Y ouTube reviews was done to find the deciding factors when consumers purchases electrical vehicles. As per the findings, three different attributes leading to three different values were found for Thai consumers including welfare for the future/achievement, security, and social recognition/happiness/self-esteem, Thai consumers major factors for buying electrical vehicle are aesthetic designs (values for pricing), status recognition, infrastructure and technology, respectively. Consumers are willing to pay higher price for aesthetics which gives a sense of happiness/self-esteem/ social recognition (status). Infrastructure to support plug-in hybrids and battery electrical vehicles are not widespread and consumers lack information on location and charging methods which requires changes in consumption behavior. Hybrid electrical vehicles with improved aesthetics are likely to gain adoption rate quickly as they do not require behavior change to consumers. |
| Year | 2019 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Winai Wongsurawat; |
| Examination Committee(s) | Vimolwan Yukongdi;Badir, Yuosre F. M; |
| Scholarship Donor(s) | His Majesty the King's Scholarships (Thailand); |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2019 |