Marketing innovation strategies influencing the Decision to purchase BYD electric vehicle in Bangkok

Abstract

This research aims to 1) study consumer opinions on marketing innovation strategies and the decision-making process for purchasing BYD electric vehicles in Bangkok, and           2) examine the influence of marketing innovation strategies on the purchasing decisions of BYD electric vehicle consumers in Bangkok. The study was conducted with a sample of 400 consumers residing in Bangkok who have purchased electric vehicles, using a convenience sampling method. Data were collected through questionnaires and analyzed using descriptive statistics, including percentages, means, and standard deviations, as well as inferential statistics through multiple regression analysis.

The results showed that the majority of the respondents were female, aged 31-40 years, held a bachelor's degree, worked in private companies, had a monthly income of 30,001 - 45,000 baht, and were single. Overall, the level of opinion on marketing innovation factors affecting the decision to purchase electric vehicles was very high. Moreover, product innovation was found to have the greatest influence on the decision to purchase electric vehicles among Bangkok consumers, followed by service innovation and organizational innovation, all with statistical significance at the .05 level.