The factors influence purchase intention towards the non-luxury private car of Thai customers.

Abstract

ABSTRACT The purpose of this paper is to identify the influence factors that drive purchase intention towards the non-luxury private cars of Thai customers. From the tense competition in Thailand’s private car market. The automobile companies need to figure out both negative and positive factors that influence purchase intention of their customers to persuade customers to make an actual purchase. The research aims to collect the information using quantitative research by creating an online questionnaire via google forms, including a hyperlink for respondents to be able to complete the questionnaire online. This research has gathered usable 100 respondents which can be viewed as recent car buyers, car dealers, or people who associated with automotive brands. The key finding of this paper indicated that Social status and Perceived value positively influence intention to buy of the customers on non-luxury private car.