Key drivers of automobile brand choice in Bangkok.

Abstract

There have been several studies relating to the key drivers behind automobile brand choice in a variety of countries such as sub-Saharan Africa. This study aims to better understand consumers and evaluate the factors that affect a consumer's choice of brand when purchasing a car. The factors in this study are divided into four main parts; brand awareness, brand image, automobile attributes and product price. In-depth interviews were conducted in order to gain deeper information and insight into the consumers' choices. It used gender as the main criteria when comparing the differences among them. This research was conducted in Bangkok, Thailand with seven female and seven male participants. The findings show that automobile attributes are the main effectors on a consumer’s brand choice, followed by product price, brand awareness and brand image, respectively. Therefore, car companies can use this study as part of their strategy when improving their brand image or popularity and therefore hopefully elevate their brand to be the number one brand in a consumer’s mind.

KEYWORDS:Brand awareness / Brand image / Automobile attributes / Product price /Bangkok