Paper Title
Marketing Strategies and Consumer Decisions: A Study of Electric Vehicle Purchases in Thailand

Abstract
The study evaluates how consumer understanding about electric cars (EVs) moderates the link between the influence of marketing mix elements—product features, price, distribution, and promotion—and Thai consumers' intentions to purchase EVs. Data was collected through an online survey from 233 Thai individuals who were 20 years of age or older and were all potential buyers of new vehicles, using a quantitative methodology. Perceptions of EV features, costs, distribution, marketing tactics, customer awareness, and purchase intentions were all assessed in the poll. The potential relationships between these parameters were investigated using multiple regression analysis. The findings show that EV purchase intentions are significantly influenced by all elements of the marketing mix, with product features having the greatest influence and being followed by price, distribution, and promotion. The impacts of pricing and product qualities on purchase intentions were greatly mitigated by consumer knowledge, but not by the effects of distribution and promotion. These results highlight how crucial it is to use consumer information in marketing plans to increase EV adoption in Thailand. Policymakers and business executives might use these findings to help create focused programs that support sustainable mobility, such as enhancing EV features, offering competitive pricing, expanding distribution, and utilizing efficient marketing.