The factor influencing European car purchase for Thai consumers.

Abstract

There have been many studies relating to the purchasing decision for European automobile brand in vary of countries. This study aims to better understand the purchase decision of consumers and evaluate the factors that affect a consumer's choice of brand when they purchasing car. The factors in this study are divided into five main parts; brand awareness, brand image, emotion, product quality and product price. The qualitative research method and collect data by in-depth interviews were gain deeper information and insight into the consumers' choices. It used gender as the main point when comparing the differences among them. This research was conducted in Bangkok, Thailand with six female and six male interviewees. The findings show the emotions are main effect on a consumer’s purchasing decision, followed by brand image, brand awareness, product quality and price, respectively. Therefore, European car companies can use this study as part of their strategy when improving their popularity and therefore hopefully elevate their brand to be the number one brand in a consumer’s mind when they decision to buy a new car.

KEYWORDS: Brand awareness, Brand image, Emotion, Product Quality, Price