The 4Ps Of Marketing Mix And The Decision Of Installing Of Solar Cell For Thai Consumer In Bangkok, Thailand

Abstract

This research aimed to analyze the 4Ps (Product, Price, Place and Promotion) of marketing mix influencing decision to use electric vehicles (EV). The paper comparing those who use electric vehicles to those tend to use soon. Primary data was obtained from questionnaire. The sample size was 415 comprising 224 of those who use EV and 191 of those tend to use EV soon. Methodology employed the t statistics for hypotheses testing between these two groups. For Product, the result showed that two sample groups emphasized not significantly different in long life electric motor, effectiveness of electric motor power, safety system, design and modernity, multiple charging support, and driving mileage longer than fuel cars. For Price, the result showed that two sample groups emphasized not significantly different in reasonable price with high quality, maintenance cost, price of accessories, and lifetime battery. For Place, the result showed that two sample groups emphasized not significantly different in one-stop service center, many services center branches, and reserve new EV via online. For Promotion, the result showed that two sample groups emphasized not significantly different in car insurance, wall box, and quality assurance for the battery. According to the results, both sample groups were concerned the most in price with high quality and both emphasized not significantly different in reasonable price with high quality. The government should implement the reduction in import tax of EV.