Living environmental factors influencing buying decisions for Eco - cars of population in Kalasin municipality

Abstract

This research was a survey research from a sample group of 379 working-age people who are using Eco-cars in Kalasin by using convenient sampling method. For data analysis, statistics, frequency distribution, percentage, mean and standard deviation were apply. The hypothesis testing was done by t-test and multiple regression. The results of the study found that most of the sample groups were female, aged between 26 – 30 years, single, graduated with a bachelor degree, working for a private company with the average income of 15,000 - 25,000 baht per month. The research also found that living environment factors affect the decision to buy Eco-car in Kalasin. In terms of economic factors, the income security and the amount of income received each month were considered as important factors. This was consistent with Kotler (Kotler, 2004), which stated that, the market needs both purchasing power and people. An economy will depend on income, price, savings, debt and credible ability at that time. In terms of cultural and social factors, the need to use cars in daily life for transportation to various places was important. In terms of technological environmental factors, the research focused on tracking and recognizing changes in Eco-car car technology. In terms of psychological environment factors, the satisfaction of the car performance was important. In terms of personality and individual environmental factors, the suitable size of cars for small families.