Factors influencing the generation Y consumer’s decision-making along the customer journey of pick up and passenger cars

Thailand's growing economy is significantly influenced by the car industry. Currently, there is high competition in the automobile sector, which is supported by strong advertising and marketing activities. The two most popular vehicles are pickup trucks and passenger cars. In order to quickly capture the market and customer need, this research study aims to investigate the factors that influence generation Y's decision to purchase a vehicle along their customer journey. This research uses qualitative research. Data was gathered using an in-depth interview approach with open-ended questions and a semi-structured format to collect data.Generation Y, which represents the potential customers with purchasing power, will be the main focus of this study. The sample group had an average age of between 22 and 41 and had recently bought either pickup trucks or passenger cars. The car must be brand new and cost between 500,000 and 900,000 Thai baht. It is the range of prices that members of Generation Y can afford.Regarding the research finding, we found that their customer journey steps are not linear. Online and offline channels are utilized in their journey. Each stage of the journey has similarities and differences in consumers' behavior. The important factors that influence generation Y consumers' pickup and passenger car purchasing decisions are product, price, and financial aspects, respectively. Vehicle manufacturers and dealers can use the research findings to better understand their customers and plan and optimize their marketing strategies in line with consumer behavior in order to increase competitiveness, expand their customer base, as well as encourage repeat purchases from current customers.