Customer perception and purchase intention in hybrid electric vehicles (HEVs) in Thailand.

Abstract

A vehicle running on hybrid technology which is combined between Atison cylinder with pure petrol and electric motor is currently being discussed as a more energy efficient and climate-friendly. Unfortunately, the insights into consumer perceptions and acceptance of hybrid vehicle technology are still limited. This paper summarizes the insights into consumer acceptance of Hybrid Electric Vehicles (HEVs) obtained from a literature review. These findings are supplemented by twelve in-depth interviews. The interviews were conducted with vehicle users in Bangkok area. The studies showed that consumer come into contact with hybrid vehicle cars in various ways and then started to collect more information, mainly through direct experience user. The qualitative method is used for this study by conducting the in-depth interview with 6 Thai men and 6 Thai women, aged 20-35 years old. All respondents live in Bangkok and never used hybrid car before. Result in this research identified four key factors for male and women perceive and intension to convert their car to hybrid car, which are economic advantage, Environment advantage, Referent group and performance & safety. Economic advantage and reference group have been indicated as central traits. This study has indicated that the most factor that influence their perception to convert to hybrid car is the referent group KEY WORDS: Hybrid car / Customer Perception / Willing to Change