Abstract: Understanding customers want and preferences are the key success factors for the auto manufacturers. It is crucial to identify the factors that customers prefer the best and are the most influential on their decision making process. With this information automotive industry can offer promotions according to consumers’ interest, which will raise their revenue. We used simple random sampling because we were looking for subjects from variety of backgrounds. The research sampling was done by randomly giving survey to people in several areas in Bangkok districts. 300 questionnaires were given out and collected. In this research, the research design is exploratory research. The reason for this is because there is little research on the independent variables chosen for this research. This research is a quantitative research. This research is based on survey conducted by researchers. A survey is a formalized set of questions for obtaining information from respondents. The question was if you were choose between price, car model, safety, brand, or color of a car, what do you think will affect your buying decision the most? 66.67% of subjects were females. 33.33% of the subjects were males 37% of subjects say the brand of a car affects their buying decision the most, followed by price at 33%, then model at 23%. 50% of subjects choose the color of a car is the factor that least affects their buying decision, followed by safety at 27%. Brand and price were found to be the most influence and color, model and safety the least influence.
Keywords: auto manufacturers, information automotive industry, Buying Decision of a Car in Thailand.
Title: What Affects the Buying Decision of a Car in Thailand
Author: Farshid Haji Khodaverdi Khan, Dr. Vijit Supinit
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
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