A research submitted in partial fulfillment of the requirements for the degree of Master of Science in Business Analytics and Digital Transformation

Research Studies Project Report (M. Sc.) - Asian Institute of Technology, 2024

This research summarizes the findings and recommendations of a study focused on understanding consumer behavior in the decision-making process to purchase electric vehicles (EVs) in Thailand. The study also explores the strategies employed by EV sellers to attract customers and identifies hindering factors impacting EV adoption.The study found that factors such as cost, driving experience, range, charging infrastructure, environmental consciousness, and peer influence significantly influence consumers' decision-making process. EV sellers utilize strategies such as education, dispelling misconceptions, highlighting benefits, collaborating with local communities, leveraging government incentives, investing in charging infrastructure, and building consumer trust to attract customers. However, hindering factors include safety and trust concerns related to battery technology, limited charging infrastructure, and higher upfront costs compared to conventional vehicles.To promote EV adoption, policymakers, manufacturers, and stakeholders should invest in research and development of battery technology, expand charging infrastructure, provide incentives, and conduct public education campaigns. Recommendations include providing incentives and subsidies, investing in charging infrastructure, promoting public awareness, and collaborating to simplify the charging experience. Further research is needed to evaluate consumer behaviors, market trends, and technological advancements to ensure the long-term success of EV adoption efforts.