The Features of Eco Car as Needed by Bangkok Consumers

Abstract

The objectives of research are to study the features of Eco car as needed, to classify Bangkok consumers is group on demand and to study the characteristics of Bangkok consumers in the demographic, behavior and attitude. Questionnaires are used for data collecting from 385 Bangkok consumers who are over 18 years old and wishing to purchase Eco Car. The statistic are factor analysis, cluster analysis, chi square and Pearson correlation. The research found that the features of Eco car as needed to 4 factors; the benefit, service and potential of Eco Car, the features inside and outside of Eco Car, the easy to use and maintain of Eco Car, the core benefit and structure of Eco Car. The samples can be classified 3 groups; Group 1 focus to the core benefit and structure of Eco Car called “Efficiency-Based Group”, Group 2 focus to the easy to use and maintain of Eco Car called “Convenience-Based Group” and Group 3 focus to the features inside and outside of Eco Car called “Feature and Design-Based Group”