This study aims to explore the brand equity
factors influencing the purchase intention of BYD electric cars in
Thailand and examine the relationship between demographic data
and purchase intention. Data wascollected from 400 BYD electric car
users through purposive sampling. Hypothesis testing was
conducted using T-test and ANOVA to compare differences among
groups, and Regression Analysis was applied.
The findings revealed that the primary consumer group consists
of females aged 21-30 years, holding a bachelor's degree, with a
monthly income of 15,001-30,000 Baht, working as private company
employees, and mostly residing in northern Thailand. Income
showed significant differences and had a notable impact on
purchase intention.
Key brand equity factors influencing purchase intention include
brand awareness, perceived brand quality, brand associations, and
brand loyalty. These factors contribute to creating a competitive
advantage in the electric car market.