The 4Ps of Marketing Mix and the Decision of Using Electrical Vehicles for Thai Consumer in Bangkok, Thailand

This research aimed to analyze the 4Ps (Product, Price, Place and Promotion) of marketing mix influencing decision to use electric vehicles (EV). The paper compares those who use electric vehicles with those who tend to use them soon. Primary data was obtained from questionnaire. The sample size was 415 comprising 224 of those who use EV and 191 of those who tend to use EV soon. The 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, the 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 most concerned about 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.