Motivation to buy and demographics of Toyota prius drivers in Bangkok area.

Abstract

Thailand’s automotive industry has shown significant growth over the past ten years. However, this growth has also had a negative impact, with increased air pollution and a reduction in energy resources. In an effort to deal with those problems, automotive companies have developed a new hybrid technology, Toyota Prius have been introduced to the Thai market. However, the Thai market has not shown the strong demand and sales have reduced sharply in recent years. Hence, the objective of this study is to understand consumers’ insight purchasing Toyota Prius, which interviews and questionnaires will be used to understand consumer behavior. The results of the findings will be broken down into three factors: demographic issues; consumer motivation; and factors that influence decision making. The results show that demographic aspects have positive correlation with decisions to purchase the Toyota Prius. However, Thai consumers tend to have less intrinsic motivation, and are more likely to consider factors as image, specifications and price. In conclusion, this thematic study will benefit automotive companies by enhancing their understanding of consumer insights and using them to evaluate marketing and product strategies relating to hybrid models.

KEY WORDS: Toyota Prius / Consumer / Demographic / Motivation / Consideration