Browse Publications Technical Papers 2019-01-1395
2019-03-25

Future strategy of the automotive industry in Thailand 2019-01-1395

Today the environmental effect, specifically a negative one, of the car is being studied extensively. In marketing terms, being environmentally friendly might have some positive effects to some extent on the brand reputation. This work investigates to what extent different factors affect the brand reputation among Thai car consumers. In order to do this, the quantitative research approach, based on an empirical study, has been adopted in positivism with a deductive approach to analyzing the gathered data. It is found that the environmental influential factor affects car design especially alternative car design in Thailand. The strategy for further growth of the automobile industry in Thailand, on the other hand, was shown to strongly affect environmental brand reputation. This might arise from the fact that Thailand’s automotive industry growth is by law, which has nothing to do with eco-friendliness. At this point, it is not good to discard the regulations as this can lead to even better automotive design and alternative power source to traditional petroleum or alternative fuel vehicles such as hybrid or eclectic, fuel cell cars. Price and convenience are more important than the environmental impact of the government’s lack of environmental incentives to buy hybrid cars. It may lead to constraints of bringing BEV/HEV/PHEV/FCEV Technologies in Thailand. However, its outcomes could be useful to the marketers and car companies or other researchers who are looking to improve sales performance using the fact that people are aware of the environmental effects of consumption. Finally, this study can be viewed as a stimulus for further research in the field of green marketing activity in the Thai automotive sector.

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