Method of Decision toward the Consumer’s Purchasing of Ecology Car (Eco Car) in Muang District Chiang Rai Province

Abstract

This research objects were 1) to study the method of decision toward the consumer’s purchasing of ecology car (Eco Car) in Muang district Chiang Rai province 2) to study the marketing factors that affected the decision consumer’s purchasing of ecology car (Eco Car) in Muang district Chiang Rai province 3) to study the relationship between the marketing factors and the method of decision toward the consumer’s purchasing of ecology car (Eco Car) in Muang district Chiang Rai province. The sample was 400 people by using the tool of questionnaires to collect data which the statistics used for data analysis were Percentage, Mean and Standard deviation, and Chi-Square analysis.

The result of the method of decision toward the consumer’s purchasing of ecology car (Eco Car) in Muang district Chiang Rai province found that an energy-saving car was the reason for purchasing the ecology car (Eco Car) and the information sources from advertising and public relations in various media such as radio, television and other media. The key factor in the decisions were special features of the car, brand credibility, belief in quality or brand loyalty. The people who have influence in purchasing decisions were themselves, parents, husband, and wife. The marketing factor that affected the decision consumer’s purchasing of ecology car (Eco Car) in Muang district Chiang Rai province was high level, which considering each factor was high level, included Marketing promotion, Product, Price, and Distribution channels, respectively. The relationship between the marketing factors and the method of decision toward the consumer’s purchasing of ecology car (Eco Car) in Muang district Chiang Rai province was significantly different at a 0.05 confidence level.