Factor that come to costumers' minds when they want to purchase vehicles first hand.

Abstract

Automotive industry becomes the major part to rise up the GDP in Thailand. The production of this industry alone could support many segments in Thailand such as labor, manufacturer and many small factories to produce engine part support the large company such as Toyota, Honda, Ford and many more. The trend of customer purchasing decision toward vehicles become competitive when there are a lot of car producer try to compete together to raise up the sale volume. However, there are external factor, which could not control such as the oil price and the economic situation effect to corporate to work hard with marketing campaign. Thus, there are 4 factors to concern in order to understand the customers minds are; Car performance and Reliability, Affordability, Information influence and Utilitarian Influence that have impact on purchase intention toward vehicle. According to previous research, some of them are not correlation with purchase intention at all. In this paper would find out the new result that could help the corporate, manufacturer and sale marketing section to understand their customer in order to push the right plan to their customers.